{"id":8058,"date":"2025-05-27T08:09:07","date_gmt":"2025-05-27T07:09:07","guid":{"rendered":"https:\/\/thescrumacademy.com\/?p=8058"},"modified":"2025-08-19T10:19:16","modified_gmt":"2025-08-19T09:19:16","slug":"how-to-build-a-customer-centric-roadmap-in-four-steps","status":"publish","type":"post","link":"https:\/\/thescrumacademy.com\/es\/2025\/05\/27\/how-to-build-a-customer-centric-roadmap-in-four-steps\/","title":{"rendered":"How to Build a Customer-Centric Roadmap in Four Steps"},"content":{"rendered":"<div>\n<p>Welcome to the final part of my three part series on how to reclaim your product roadmap. \u00a0In the <a href=\"https:\/\/thescrumacademy.com\/2025\/05\/13\/how-tactical-thinking-is-wrecking-your-roadmap\/\">first part<\/a>, I identified how a tactical mindset erodes the ability of a business to use their roadmap to realize their strategic goals. \u00a0In the <a href=\"https:\/\/thescrumacademy.com\/2025\/05\/20\/strategic-planning-roadmapping-are-complex-problems\/\">second part<\/a>, I explained why organizations need to push aside the tactical mindset during strategic planning. \u00a0In this final installment, I will share a low-tech, collaborative approach to building your roadmap.<\/p>\n<h2>The Scrum Academy Solution<\/h2>\n<div>\n<p>To create a customer-centric roadmap that connects business strategy with execution, I recommend that senior leaders sponsor a quarterly strategic planning workshop. \u00a0During this one-day workshop, I recommend that you select a cross-functional team of participants from multiple departments to ensure multiple points-of-view converge to develop a realistic roadmap that balances stakeholder needs with business goals.<\/p>\n<div>\n<p>Unlike tool vendors, I recognize that many of the issues associated with roadmaps are related to communication, not tooling. \u00a0Therefore, our workshop relies on analogue tools &#8211; markers and stickies posted on a wall &#8211; so that you and your peers have time to think, discuss and listen to one another. \u00a0And since all the key decision-makers will be invited to participate in the creation of the roadmap, their commitment and alignment to the roadmap will be strong.<\/p>\n<div>\n<p>Below is an outline of how I go about creating a collaborative roadmap that realigns strategy and tactics to ensure consistency, focus and direction.<\/p>\n<div>\n<h2>Four Steps to Creating a Collaborative Roadmap<\/h2>\n<div>\n<h3>Step #1: Create the Roadmap Skeleton<\/h3>\n<ul>\n<li>Tape a sheet of rolled paper, roughly 1.5m x 5m minimum, to the wall. \u00a0If rolled paper taped to a wall is not an option for you, feel free to use digital equivalents.<\/li>\n<li>Add six rows to the rolled paper taped to the wall: Customer Segments, Goals &amp; Objectives, Features &amp; Benefits, Market Rhythms &amp; Events, Schedule Milestones and Technical Architecture.<\/li>\n<li>Add three time-based columns to the skeleton. \u00a0When first starting this process, many organizations find using flexible time periods, like Now, Next and Later or Current Quarter, Next Quarter, Next Year, more helpful than specific dates, e.g. Q3 2026.<\/li>\n<li>Feel free to add additional rows, no more than three, to the skeleton to capture \u00a0information unique to your business, e.g., compliance, security, partnerships, etc.<\/li>\n<\/ul>\n<h3>Step #2: Populate the Roadmap<\/h3>\n<ol>\n<li>Distribute color-coded stickies to the different functional roles within the group, e.g. product blue, marketing orange, sales green, development yellow, etc.<\/li>\n<li>Invite people to add items to the roadmap skeleton. \u00a0Participants may work as individuals or small groups. \u00a0The groups may be functional or cross-functional.<\/li>\n<li>For any initiatives that need to be completed within the next three months, write them on a color-coded sticky and place them under the \u201cNow\u201d column. \u00a0Provide the participants thirty to forty-five minutes to add stickies to the first column.<\/li>\n<li>Offer the participants about thirty minutes to discuss and adjust stickies based on interdependencies and strategic priorities.<\/li>\n<li>Next, place any priorities, events, initiatives, deadlines or targets that are intended to be completed within the next three to four months in the \u201cNext\u201d column. \u00a0Place everything else into the \u201cLater\u201d column. \u00a0 Provide the participants thirty to forty-five minutes to add stickies to the remaining columns.<\/li>\n<li>Offer the participants about thirty minutes to discuss and adjust stickies based on interdependencies and strategic priorities.<\/li>\n<\/ol>\n<p>&nbsp;<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div>\n<div>\n<div>\n<div>\n<div>\n<div><strong><img decoding=\"async\" class=\"lazyload alignleft size-full wp-image-8059\" src=\"https:\/\/thescrumacademy.com\/wp-content\/uploads\/2025\/05\/Screenshot-2025-05-14-at-8.01.05-AM-e1755595079987.png\" data-orig-src=\"https:\/\/thescrumacademy.com\/wp-content\/uploads\/2025\/05\/Screenshot-2025-05-14-at-8.01.05-AM-e1755595079987.png\" alt=\"\" width=\"1174\" height=\"514\" srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%271174%27%20height%3D%27514%27%20viewBox%3D%270%200%201174%20514%27%3E%3Crect%20width%3D%271174%27%20height%3D%27514%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-srcset=\"https:\/\/thescrumacademy.com\/wp-content\/uploads\/2025\/05\/Screenshot-2025-05-14-at-8.01.05-AM-e1755595079987-200x88.png 200w, https:\/\/thescrumacademy.com\/wp-content\/uploads\/2025\/05\/Screenshot-2025-05-14-at-8.01.05-AM-e1755595079987-300x131.png 300w, https:\/\/thescrumacademy.com\/wp-content\/uploads\/2025\/05\/Screenshot-2025-05-14-at-8.01.05-AM-e1755595079987-400x175.png 400w, https:\/\/thescrumacademy.com\/wp-content\/uploads\/2025\/05\/Screenshot-2025-05-14-at-8.01.05-AM-e1755595079987-500x219.png 500w, https:\/\/thescrumacademy.com\/wp-content\/uploads\/2025\/05\/Screenshot-2025-05-14-at-8.01.05-AM-e1755595079987-600x263.png 600w, https:\/\/thescrumacademy.com\/wp-content\/uploads\/2025\/05\/Screenshot-2025-05-14-at-8.01.05-AM-e1755595079987-700x306.png 700w, https:\/\/thescrumacademy.com\/wp-content\/uploads\/2025\/05\/Screenshot-2025-05-14-at-8.01.05-AM-e1755595079987-768x336.png 768w, https:\/\/thescrumacademy.com\/wp-content\/uploads\/2025\/05\/Screenshot-2025-05-14-at-8.01.05-AM-e1755595079987-800x350.png 800w, https:\/\/thescrumacademy.com\/wp-content\/uploads\/2025\/05\/Screenshot-2025-05-14-at-8.01.05-AM-e1755595079987-1024x448.png 1024w, https:\/\/thescrumacademy.com\/wp-content\/uploads\/2025\/05\/Screenshot-2025-05-14-at-8.01.05-AM-e1755595079987.png 1174w\" data-sizes=\"auto\" data-orig-sizes=\"(max-width: 1174px) 100vw, 1174px\" \/>Figure 1<\/strong>: Using low-tech tools, markers and stickies taped to the wall, allows people time to think, discuss and listen so they build better roadmaps.<\/div>\n<h3>Step #3: Identify Gaps and Risks<\/h3>\n<ol>\n<li>Give the participants one to two minutes to <em><span style=\"text-decoration: underline;\"><strong>silently<\/strong><\/span><\/em> review the roadmap. \u00a0During this review, ask them to write down any questions or concerns they might have.<\/li>\n<li>Provide twenty to thirty minutes to discuss the issues they identified and make further adjustments.<\/li>\n<li>Facilitate a thirty to forty-five minute discussion about these topics:\n<ul>\n<li>How realistic is this roadmap?<\/li>\n<li>What risks could hinder success? \u00a0How could they be mitigated?<\/li>\n<li>If something unexpected, or unusual, were to happen, what could be deferred?<\/li>\n<\/ul>\n<\/li>\n<\/ol>\n<h3>Step #4: Document and Preserve the Roadmap<\/h3>\n<ol>\n<li>Capture any remaining action items and identify who owns them.<\/li>\n<li>Ask everyone to sign the roadmap. \u00a0Take a group photo in front of the roadmap.<\/li>\n<li>Within forty-eight hours, convert the roadmap into a digital format for sharing and communication.<\/li>\n<li>Retain the physical roadmap for comparison at the next roadmapping session.<\/li>\n<\/ol>\n<h2>Conclusion<\/h2>\n<div>Most roadmaps fail to serve the business because they are dominated by tactical thinking. \u00a0The four-step process above is a superior way to create and maintain roadmaps. \u00a0By relying on low-tech tools, multiple stakeholders are enabled to collectively solve a complex problem through dialogue and cross-functional collaboration. \u00a0Throughout the day, participants construct a web of agreements which will become a stable roadmap. \u00a0The power of a roadmap arises from the \u00a0conversations that created it, not in the artifact itself.<\/div>\n<div><\/div>\n<div>If you missed parts one and two of this series, you can download the entire whitepaper <a href=\"https:\/\/thescrumacademy.com\/scrum-training\/reclaiming-your-roadmap\/\">here<\/a>.<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Welcome to the final part of my three part series on how to reclaim your product roadmap. \u00a0In the first part, I identified how a tactical mindset erodes the ability  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