Go to Market Guide
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What Is a Go-To-Market Roadmap?

Every marketing team wants to increase brand awareness or reach a new audience for their products. Go-to-market strategies are designed to achieve specific marketing goals.

In a go-to-market strategy, companies:

  • Launch a new product or service in an existing market
  • Promote a new feature or enhancement to a current product
  • Introduce an existing service or product to a new market or target audience

Conceptualizing and creating a broader customer experience is key to engaging customers. So let’s see what a go-to-market roadmap is and how to create one.

Go-to-market roadmap definition

Start the go-to-market journey by creating a go-to-market strategy. This strategy outlines how the product value will be communicated to the end-users to achieve a competitive advantage.

Specific buyer personas are created to ensure that the product positioning is accurate to get the desired campaign results.

So, what is a go-to-market roadmap? A go-to-market roadmap is a graphical illustration that visualizes product launch responsibilities with the expected timeline for completion. It organizes all the cross-functional tasks required for achieving the brand-new customer experience.

What are the benefits of using a go-to-market roadmap?

Go-to-market strategies can be designed and executed even without a go-to-market roadmap. Here are some key benefits of creating one:

  • Increases team clarity, as product launch activities are outlined clearly
  • Allows efficient resource allocation within internal teams
  • Keeps the internal and external stakeholders aligned and aware of their individual and team roles and responsibilities
  • Reduces the chances of the product launch going off track since the entire product launch process and sequence is illustrated in advance

Simply creating a go-to-market roadmap is not enough. It needs to be reviewed and reprioritized regularly to make it work.

How to create your go-to-market roadmap

Use this six-step process to create your go-to-market roadmap.

  1. Start with strategy: Start with your overall marketing goals and link them back to the go-to-market strategy. Once you do this, teams can identify ‘why’ they are doing a particular task.
  2. Understand the buyer journey: All marketing teams want their customers to be happy. Closely review their needs and what they expect from the product. This will help you understand their buyer’s journey.
  3. Reverse engineer the launch: Reverse engineering is an innovative concept that helps teams understand what they need to do and in which order. Set product launch milestones, complete competitor analysis, identify dependencies, and estimate task completion times by working backward from the launch date.
  4. Get the teamwork going: Closely collaborate with multi-disciplinary teams for product pricing, messaging, campaigns, and training. Get the team to work together to minimize confusion and misunderstanding to get on-time results.
  5. Use a launch checklist: Create a step-by-step product launch checklist to help teams ensure everything goes to plan. Maintain launch consistency by using a product launch template that can be customized for each launch.
  6. Post-launch follow-up: Launching a product is not the end. Teams plan and conduct ongoing post-launch activities to ensure that everything is on track. Activities include getting customer feedback, delivering product training, or collecting user testimonials.

Use your go-to-market roadmap to keep your launch and marketing strategies in sync. As priorities shift, use the roadmap to collaborate with cross-functional teams and stay on track.

Get a free Wrike trial to prioritize tasks, create clarity for relevant stakeholders, and successfully implement your go-to-market roadmap.

Further reading

What Is the Go-To-Market Timeline?


What Is a Go-To-Market Strategy?


What Is Go-To-Market Readiness?


What Is a Go-To-Market Calendar?