Marketing roadmaps should align with high-level company goals

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 11, 2019, 11:27 AM UTC

Specific milestones should be set on a weekly, monthly and quarterly basis.

This article states that creating a marketing roadmap helps brands stratify their goals into tangible milestones while providing the steps required to achieve them in the designated timeframe. The author recommends marketers to begin with planning a strategy that directly aligns with their high-level company goals, such that every step on the roadmap ties back to these goals.

Next, they should break down larger projects like the content marketing strategy into smaller deliverables such as outreach campaigns, social media marketing and more. These should then be highlighted as “milestones” on the marketing roadmap.

The author adds that marketing roadmaps should be represented visually and organised into bars for each month, into phases, or as a timeline. Marketers can also colour-code their roadmap to better communicate the progress of their strategy.

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[6 minute read]