A marketing roadmap to a marketing manager is like a recipe for a chef—undeniably essential for detailing the ingredients and steps required for success.
Companies can define marketing success by looking at wildly different outcomes. Some may expect the marketing team to deliver revenue outcomes or assist sales to drive revenue or growth.
Meanwhile, another company may look at metrics such as website traffic, social media interactions, brand awareness, marketing qualified leads, etc.
A marketing strategy roadmap dissolves the gap between ideation and action by helping marketers to set a direction and track progress. It streamlines the way marketing teams function. It helps team members to understand what they’re accountable for in the larger context.
Use this guide to leverage a marketing strategy roadmap that matches your organization’s annual strategy and business objectives.
What Is a Marketing Roadmap?
A marketing roadmap is a document that visually demonstrates your marketing strategy—and how your marketing initiatives will evolve.
View it as a timeline for completing your marketing goals. Like any other roadmap, you include a starting point (start date), way-markers ( project milestones), and an endpoint (deadline).
In terms of the marketing process, you plot all your digital marketing efforts against a set timeframe.
Then, you share this strategy roadmap with your executive team, marketing team, and other key stakeholders to get feedback, buy-in, and guidance on your strategic marketing initiatives.
A marketing roadmap connects all your marketing activities to the larger organizational goals and helps align all your stakeholders around an integrated plan.
Components of a Marketing Strategy Roadmap
Every marketing roadmap looks different, depending on who makes it. The marketing manager creates a marketing template customized to their needs using components that best suit their working style.
That said, successful marketing roadmaps share a few common components:
- Timeframe: Includes the start and end dates to demonstrate when marketing activities will be completed; use a time scale such as days, weeks, months, etc., to make your marketing roadmap more definite
- Goals: Indicates measurable and time-bound business objectives in the format of a marketing roadmap to highlight what to achieve along with the KPIs for success
- Initiatives: Provides strategic direction into project planning and highlights key focus areas for your marketing roadmaps
- Schedules: Offers a visual overview of the marketing campaign roadmap and collaborative effort to communicate what’s happening when
- Activities: Represents tasks and deliverables that the marketing and development teams must work on, such as landing pages, app launches, press releases, etc., to highlight upcoming marketing activities
- Status: Indicates marketing goals, marketing initiatives, marketing plans, and more against your project roadmap
How to Create a Marketing Roadmap
Your marketing roadmap may take different forms—a checklist of tasks, a content calendar, a Kanban board, or a Gantt chart. Regardless of your chosen format, creating a marketing roadmaps follows a defined process.
Here’s a step-by-step guide to help you create a comprehensive marketing strategy roadmap:
Step 1: Assess the requirement
Understand what you need to plan first. Ask:
- Am I using the roadmap for a project such as a single blog post, website launch, etc.?
- Will I use it for a full-fledged campaign comprising multiple tasks, activities, and sub-projects?
- Am I using it to organize my annual marketing strategy?
At this point, you also want to take into consideration:
- The overall business objectives of the organization
- The primary goals the marketing team is working toward
- The audience you will be targeting with your marketing strategy
Step 2: Think about the steps involved
It’s time to brainstorm and break down the larger tasks into smaller, more achievable chunks. Ask:
- Which elements, principles, and tasks will I need to break into smaller parts?
- What steps are needed to complete the deliverables?
- Which benchmarks should I use to track progress?
- Which tasks demand more coordination for seamless execution?
Step 3: Estimate the timelines
The next step is to add a timeline to your initiatives.
Use any of the following metrics to add a realistic time component to your goals:
- Three-point estimating refers to the average of your best-case, average, and worst-case project time estimate
- Bottom-up estimating requires you to get time estimates from the involved teams and add them together
- Analogous estimating means estimating a project’s time depending on time taken during similar projects
- Parametric estimating refers to basing an estimate on internal or external reports as well as data
Step 4: Map your projects and tasks in your favorite project management software
At this point, you have to put your roadmap into action using templates or your preferred tools. If you haven’t yet zeroed in on a marketing project management tool, is a worthy choice. offers all the features needed to create robust marketing roadmaps for an integrated marketing campaign!
features that’ll enhance your marketing operations:
- provides AI-powered assistance: Writing and crafting marketing strategies and tasks can be time-consuming. Brain can assist you in writing quicker, more effective emails, blogs, and other digital content that form part of your marketing roadmap.
- Visualize with Gantt Chart View: With ’s Gantt View, you can visualize project milestones, deadlines, and the relationships between tasks and milestones in your marketing roadmap, ensuring nothing gets missed.
- Collaborative document sharing: Docs allows you to easily share, collaborate and integrate documents related to your marketing roadmap into your workflow, ensuring that every member of your team is on the same page.
- Goal setting: Goals help you set clear, measurable targets and automatically track your progress towards them, making sure your roadmap is aligned to achieve your end goals.
- Project management: Whether you’re creating a simple content calendar or a complex integrated marketing campaign, offers you the tools to map your projects and tasks effectively and track your progress, increasing the efficiency of your marketing roadmap implementation.
Benefits of a Marketing Roadmap
A marketing roadmap, strategy roadmap, or marketing plan makes it simpler for your marketing team to know which marketing activities to prioritize to achieve marketing goals, and how to evaluate the progress and success of tasks.
Other benefits of a marketing roadmap include:
- Creates a common understanding of marketing goals and activities between the leadership, stakeholders, and internal teams
- Visualizes how each marketing initiative contributes to broader company goals so that your efforts are focused on the right metrics
- Provides a clear overview of all planned marketing activities, such as campaigns, content creation, and events, and breaks down what needs to be done and when
- Helps set specific marketing goals and map out the steps to achieve them, allowing you to measure progress effectively and make adjustments
- Enables managers to allocate resources such as budget, time, and manpower so that it’s not too late to tackle bottlenecks or resource constraints
- Includes timelines and milestones for each activity to manage deadlines and keep the team on schedule
- Enables frictionless collaboration among team members and stakeholders and promotes a shared understanding of the marketing plan
Types of Marketing Roadmaps
Portfolio roadmap
A portfolio roadmap is handy for marketing managers who manage various projects simultaneously. This roadmap provides an overarching view of all the initiatives or projects, showing how they align with the organization’s strategy and goals.
It helps manage resources across different projects, align deadlines, and keep all stakeholders in sync.
Strategy roadmap
A strategy roadmap is a high-level visual representation of your marketing strategy. It depicts strategic marketing objectives and highlights the major initiatives that will help achieve those objectives.
This roadmap is excellent for communicating the big picture and direction of your advertising efforts to stakeholders.
Marketing activities roadmap
This type of roadmap is all about the operational aspect of your marketing strategy. It details specific tasks and activities that your team will undertake to execute the marketing strategy.
Things like content creation and promotion, social media campaigns, event organization, PR, etc., can all be plotted on a time-bound schedule in the marketing activities roadmap.
Product launch roadmap
Ideal for new product marketing, the product launch roadmap outlines all the necessary tasks, deadlines, and resources needed to successfully market a new product or service.
It covers everything from preliminary market research and positioning strategies to promotional campaigns and post-launch evaluations.
Content marketing roadmap
This roadmap focuses on creating, distributing, and tracking content designed to attract and engage a specific target audience. It might include blog posts, videos, email campaigns, and social media content, among other forms.
The content marketing roadmap also typically outlines who will create the content, when it will be published, and through which channels it will be distributed.
SEO marketing roadmap
An SEO marketing roadmap outlines the strategies and tasks to improve a website’s visibility in search engine rankings. It might include keyword research, on-page and off-page optimizations, link-building strategies, and tracking metrics to evaluate performance.
This roadmap keeps everyone on the same page about SEO priorities and goals.
Now that you’ve seen some examples of marketing roadmaps let’s see how you can create some of your own with ’s templates.
Marketing Roadmap Templates
Navigating marketing can often seem like a complex journey. Thankfully, we have templates that can make it less daunting. These ready-made layouts serve as a roadmap to chart out your marketing journey, providing a clear path toward your goals.
Marketing Roadmap Plan Template
’s Marketing Roadmap Plan Template is designed to help you plan, track, and optimize your marketing campaigns all in one place.
Use 6 different custom attributes such as Quarter, Task Type, Impact, Progress, Percent Completion, and more to save key project information and easily visualize progress and results. Mark task status such as Cancelled, Complete, In Progress, Needs Input, and Planned to keep track of current active tasks in the project
Strategic Marketing Plan Template
With ’s Strategic Marketing Plan Template, you can create and execute an effective plan quickly and easily.
Categorize and add attributes such as Channel, OKR Type, and Quarter to manage your tasks and easily visualize your progress. The OKRs View will help you track progress toward your Key Performance Indicators (KPIs).
Content Marketing Roadmap Template
’s Content Marketing Plan Template helps you organize and plan your content marketing campaigns.
Utilize 15 different custom fields such as Channels, Month, Publishing Date, Content Pillar, Orientation, and more to save vital information about your content marketing plan and easily visualize data. Improve content marketing plan tracking with time tracking, tags, dependency warnings, and more.
Who Can Use a Marketing Roadmap?
Marketing roadmaps aren’t just for marketing managers or executives. The truth is, any professional who has a role in strategizing, planning, executing, or evaluating marketing campaigns can benefit from using a marketing roadmap. Here’s a closer look:
- Marketing managers: This is the most conventional user of a marketing roadmap. Managers can utilize the roadmap to set goals, track timelines, allocate resources, and relay current progress to stakeholders
- Content creators: Writers, graphic designers, and videographers can use the marketing roadmap to align their work with the larger marketing plan, ensuring their creative efforts support identified goals
- Social media managers: The role involves coordinating several campaigns across multiple platforms. A marketing roadmap can help these professionals schedule content, track engagement, and measure the success of various campaigns
- SEO specialists: They can use a roadmap to outline their keyword strategies, track SEO goals, and present the growth in the site’s search rankings over time
- PR professionals: A marketing roadmap can assist PR professionals in scheduling press releases and tracking media outreach
- Product managers: For those about to launch a new product or feature, a marketing roadmap can be instrumental in aligning all the teams involved in the launch and tracking tasks leading up to it
- Sales teams: Sales professionals can use marketing roadmaps to understand when new leads from marketing campaigns are expected, allowing better prospecting and lead follow-ups
In essence, a well-structured marketing roadmap can streamline operational procedures and increase productivity for all roles linked to a company’s marketing efforts.
Start Planning With Marketing Roadmaps
Most marketing teams find themselves knee-deep in handling multiple projects at once. A marketing roadmap takes much of the headache away.
Whether you use a portfolio roadmap to keep tabs on multiple projects, product marketing roadmaps for product launches, or separate campaign roadmaps for each of your marketing campaigns, they can all add more structure to your marketing planning process.
If you are unsure how and where to get started, try ’s free marketing plan templates and optimize your marketing projects—from the get-go.
A marketing initiative must leverage the strengths of cross-functional teams and achieve KPIs for marketing success— helps you deliver on this promise for all the projects.
Sign up today and see for yourself!
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