Product Roadmap vs Marketing Roadmap: Why and How

Product Roadmap vs Marketing Roadmap

The topic of product management is truly incomplete until we understand some crucial product roadmaps. “Your product roadmap is the prototype for your strategy.” There are many different types of roadmaps but for now, we’ll be discussing the differences between the product roadmap and the marketing roadmap.  

What is your product and marketing roadmap? Is it something that you have given much thought to before today? If not, then the time has come. A well-thought-out marketing roadmap can be a powerful tool for any business looking to grow and succeed in this competitive market. 

In this blog post, I will give you an overview of what these two roadmaps are, how they relate to each other, and why one may work better for your business than the other.

The product roadmap is a plan that outlines the future features and releases of a product. This document is typically created by the product team, and it can be used to communicate with stakeholders, such as customers, investors, and employees.

The main goal of the product roadmap is to ensure that the product meets the needs of its users while also achieving the business goals.

The marketing roadmap is a plan that outlines the future strategic initiatives of your product, but it does not include any additional details about the products themselves. 

This document is typically created by the marketing team, and it can be used to communicate with customers as well as other stakeholders such as investors or employees. 

The main goal of this strategy is to create demand for your product while driving awareness and engagement across different channels (e-mail, social media, etc).

How do these two roadmaps relate?

If you are looking for more immediate growth through sales/revenue generation then focusing on your marketing ROI will help achieve those results. If you are looking at long-term sustainable growth through brand awareness then investing in building out a great product roadmap is key.

A few things to keep in mind while creating your roadmap:

  • The product roadmap should be customer-centric.
  • There needs to be a clear connection between the features you’re building and how they will help solve customers’ problems.
  • The marketing team can help build out the high-level strategy, but the product must own the final plan otherwise there is a risk of feature bloat or stagnation.
  • The main difference between these two roadmaps is timeframe: while the product roadmap looks ahead at long-term goals, the marketing roadmap focuses on shorter-term wins. However, this doesn’t mean that they are mutually exclusive – both roadmaps should work together to support each other. For example, if you’re launching a new product, it makes sense for both roadmaps to align around the same timeline.
  • It’s important that there are some common goals across these two strategies so they can work together effectively and support each other.
  • The priorities of your team will likely change over time (and should be reevaluated on an ongoing basis), but having an overarching plan ensures that everyone has something to focus on while working toward their longer-term goals.
  • It helps to create separate high-level documents outlining what needs to get done for each strategy or department to succeed. After all, at its core, business is about making money – this means prioritizing features based on their ability to support this goal.
  • In many cases, the product roadmap may be able to address some of these issues as well – but if not, a marketing strategy can ensure that you have a plan for how your team will achieve success by picking up where the PM left off. As a bonus, being aware of what needs to be prioritized from both angles means there’s less chance you’ll miss anything important!
  • It is essential that every department has priorities set for them all to work together effectively towards shared goals. You can achieve this by using the Kanban board to visualize the work items on your product roadmap.
  • A high-level document outlining key features should also exist so nobody misses any steps toward making money.
  • In many situations, it is the marketing department that takes the lead on creating a roadmap for their organization.
  • However, when it comes to products and features that impact revenue, product managers need to be aware of and have a say in what goes into the plan.
  • While marketing is focused on reaching customers and driving sales, product managers are responsible for creating the products that will do so.
  • A good way to check if your roadmap is working well? Assess whether you’re hitting key goals throughout its creation process.
  • If not, then adjust accordingly!

The product roadmap versus the market roadmap goals:

The product roadmap and marketing roadmap need to work together, but they cannot be the same. Their goals are very similar, thus both these teams need to work hand in hand. But they have different goals and thus their roadmaps should be separate.

The product roadmap focuses on what is being built, while the marketing roadmap focuses on what will be sold. A product manager creates a product that has features and functions which are then marketed to build sales. The key difference between these two roadmaps is their focus; one is focused on tasks (building) while the other is focused on revenue (selling).

How are product roadmaps and market roadmaps different in terms of the initiatives?

The product roadmap is based on the development process and the marketing roadmap is a plan to sell a company’s products in a competitive market.

Product roadmaps describe what will be built, while marketing roadmaps explain how these features will meet customer needs, why it matters for customers, and which business benefits they’ll receive from using them.

A key difference between product and marketing initiatives is that with every passing day new opportunities arise for marketers but not for developers because developers cannot change their existing projects whereas marketers can create new strategies easily by considering current conditions of the industry or competition dynamics.

Another major difference between product and marketing initiatives lies in ROI: It’s easier to measure return on investment (ROI)  for marketing initiatives than for product ones because it’s much easier to track the changes in sales, leads, visits and conversions.

In order to make sure that their projects will be successful marketers must plan ahead of time: careful planning ensures better implementation and brings long-term benefits. Product owners should set clear objectives and deadlines while also making room for some flexibility when necessary (in case something goes wrong). Every project has its own challenges but good communication between stakeholders can help overcome them quickly. Marketing initiatives require constant monitoring not only by marketers themselves but also by developers who need to integrate new features into products as they are ready.

Releases and programs in the product roadmap and marketing roadmap:

Product roadmap: it is the sequence of releases that deliver new or updated products to customers. Usually, they are planned for at least two years and broken down into several major features every year.

Marketing roadmap: marketing initiatives (programs) should be aligned with product strategy to help brands achieve their goals. Marketers need to understand the business objectives behind each release so they can create appropriate content for promotion across different channels like social media, email campaigns, etc.

Programs in marketing roadmaps differ from programs on a product road map because there may be more than one program per quarter/release instead of just one feature per release which requires much coordination between all stakeholders involved (marketing team members, project managers, product managers, designers, etc).

What are the Product roadmap and marketing roadmap features and activities?

The afore-mentioned are some features and activities belonging to the product roadmap, whereas the Marketing roadmap features and activities include:

  • Campaign planning (target audience, channels, messaging)
  • Content creation/distribution (blog posts, social media, email campaigns)
  • Analytics & optimization (measuring the effectiveness of marketing programs to determine what works best) The product roadmap is a high-level view of the product’s future releases while the marketing roadmap is a high-level view of planned marketing activities. They both serve different purposes but are complementary to each other. A product roadmap helps stakeholders understand the business objectives behind upcoming releases while a marketing roadmap ensures all marketing activities are aligned with business objectives.

The product roadmap is typically created by the product manager and stakeholders from engineering, sales, and customer support. The marketing roadmap is typically created by the marketing team in collaboration with other teams such as product management, web development, and graphic design. Both roadmaps should be reviewed and updated regularly to ensure they remain accurate.

Important points to consider when creating a product and marketing roadmaps

  • The product roadmap should be based on business objectives, while the marketing roadmap should be based on customer needs.
  • The product roadmap should focus on what features will be released and when, while the marketing roadmap should focus on how those features will be promoted.
  • The product roadmap should include a plan for long-term releases, while the marketing roadmap should include short-term and long-term goals.
  • The product roadmap should be shared with all stakeholders, while the marketing roadmap only needs to be shared with key stakeholders.


This blog covered the differences between the product roadmap and the marketing roadmap. We learned that there are different goals for both roadmaps, but they should still work together to help achieve the company’s overall business objectives.

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