Creating The Future Roadmap

January 1st, 2018

Lisa Singer VP, Research Director

Jeff Lash VP, Sr Research Director

Sam Somashekar

Summary

The future roadmap represents a key activity during the grow stage of the Forrester Product Marketing and Management (PMM) Model, in which the organization identifies growth opportunities and determines where to invest. Effective future roadmaps utilize appropriate time horizons, market focus, level of detail, and audience tailoring. Appropriately documenting and communicating a future roadmap leads to better alignment and reduces confusion among internal and external audiences (see Product Strategy: Constructing the Future Roadmap). In this report, we present four best practices for documenting a future roadmap and successfully communicating an offering’s long-term possibilities.

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