Four Steps to Creating a Strategy-Based Team Roadmap: Why Starting with Vision Matters

Joni Hoadley
Product Manager Coach | Consultant at Product Management Coaching

strategy-based roadmap

In my 12 years as a software product manager for Sonos, I benefited from an established company vision and strategy-based team roadmap. As a result, we created innovative and highly successful products. The Sonos vision, which has stood the test of time, is straightforward: to fill every home with music. From there, my fellow product managers and I developed a set of product strategies that allowed us to identify the products and initiatives that would translate to an executable product team roadmap.

What is a Strategy Roadmap?

Before diving in, I thought I’d quickly align on what I mean by “strategy-based roadmap”. This particular roadmap serves as the link between the product strategy and the execution plan. The main content on this roadmap is the key outcomes and the timing around their delivery. A strategy roadmap expands on the “why” around upcoming product changes in order to achieve the strategic vision. I’ll explain how to convey these outcomes on your roadmap further in this blog.

My Experiences With a Strategy-Based Team Roadmap

A vision statement illustrates why the company exists. From the vision statement, product managers can derive specific strategies that cover different areas of the product. For example, at Sonos, one of our product strategies was focused specifically on apps, and we used it to help determine which platforms to support. Keep in mind this was before the days of iOS and Android.

It was a strategy that served us well for many years; however, after the emergence of smartphones, we floundered a bit because that strategy no longer helped us effectively prioritize our customers’ problems. Therefore, it was incumbent upon us to replace that outdated strategy with something that would serve us for the next few years. This is no small feat, by the way. (If you need help defining or redefining your strategy, I highly recommend using Matthew May’s Playing-to-Win framework as a starting point.)

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“Grounding your roadmap in strategy can help you grow your team by showing the value each person can add.”

To better illustrate how Sonos’ roadmap was guided by strategy, we structured our roadmap based on its strategies. This allowed us to tell a compelling story about the roadmap that was clearly tied to the company vision and resonated more easily with our stakeholders.

Strategy Based Roadmaps as the Lone Software Product Manager

When I first joined Sonos, I was the only software product manager, and I was responsible for the entire software roadmap. I managed everything from the software running on the speakers to the apps that controlled the music to securing music partnerships and leading them through API implementations.

Over time, we grew the team and decided to hire product managers specializing in specific areas, such as music partnerships. Because we grounded our roadmap based on our product strategies, it was easy to show the value that each new hire would bring to the team. In addition, they would be responsible for a dedicated set of initiatives within our roadmap.

Read the Strategic Roadmap Planning Guide ➜

4 Steps to Creating a Strategy-Based Team Roadmap

1. Lead with your vision and strategies.

Have you ever seen a group of tourists following a tour guide waving a brightly colored flag? As a product manager, you need to be like that guide. It’s your job to make sure a) everyone following you know the right direction and b) that you’re all moving together as a team.

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In every presentation you give, don’t even show a glimpse of your strategy-based roadmap until you’ve reminded everyone of your company’s vision and product strategies. Yes, this may seem very repetitive, but if you work at a growing company, for example, you need to use these meetings to educate everyone about why you are here. But, again, this is crucial for making sure everyone is moving in the same direction.

2. Tell your story thematically.

Let’s use an imaginary example and pretend we work at a company that is creating the next generation of car stereos connected to the internet. The company’s vision is “Enjoy your favorite music, everywhere you go.” To achieve this ultimate result, we’ve come up with the following product strategies:

As you contemplate how to create your roadmap, remember that it should not be a long list of product features. Instead, the roadmap should be high-level, and it should help you tell your product’s story.

Consider breaking the phases of your strategy roadmap into themes. As ProductPlan co-founder Jim Semick explains,

“…by grouping initiatives together into themes, you can organize your roadmap in a way that describes the value to customers and other stakeholders. In addition, themes can help you put together a roadmap that creates a story–the why behind what you’re proposing.”

Themes also allow you to present what your team will deliver. This could enable your marketing team, for example, to plan their stories for driving customer acquisition and user retention.

Have you ever had a conversation with your counterpart in product marketing about some shiny new object your team is building, only to see their eyes start to glaze over as they try to understand why what you’re describing will matter to your customers? Socializing your roadmap based on themes allows your stakeholders to quickly understand the value your team (and company) will deliver. Boil your strategies down to their very essence to create a set of themes.

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“Boil your strategies down to their very essence to create a set of themes.”

In our example, this could look something like this:

creating product themes example

Tips for Creating Themes:

3. Focus on problems, not solutions.

Another easy trap to fall into, especially if your company is used to shiny object syndrome, is feature-based roadmaps that focus on the solution, not the problem. Here’s another example of why being a product manager at Sonos was so awesome: we clearly defined the role of the product manager as the one who defines what needs to be solved and why. Our UX team and our software developers were responsible for defining how those problems were solved. Together, we were able to create great products our customers love.

4. For every strategy, a swim lane.

Continuing with our example of smart car stereos, you could create a roadmap with each of the three strategies in its own row (or swim lane, as I like to call them). For example, it could look something like this:

Smart Car Radio Roadmap

Strategy Based Roadmap Takeaways

Now and then, a tour guide sees something of interest or encounters a roadblock and decides to change direction. One of your many responsibilities as a product manager is to lead teams through those moments of ambiguity and change. Although your company’s vision should be evergreen and serve as the anchor that holds everything together, your strategic roadmap needs to be a living document reflecting current conditions. Things change. Priorities will shift. It would help if you were out in front, leading the way.

Themes that are strategically focused allow you to get buy-in from your stakeholders more effectively. Just remember, feature-specific roadmaps can get you into trouble by focusing on tactical solutions rather than strategically focused outcomes. So keep your eyes focused on the bigger, strategic picture, wave your flag proudly, and make sure everyone is following you on your path to success.
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