What is a digital marketing roadmap?

A digital marketing roadmap is a one-page document that describes in less than 2 minutes the objectives, tactics, budgets, and timing of marketing programs and campaigns for a 1-year time horizon.

Why do you need a digital marketing roadmap?

Marketing leaders need a roadmap to communicate what work will be done, when it will be done and thereby build buy-in with management and colleagues?

How do you build a digital marketing roadmap?

Follow the steps in the graphic above or download the Milestone Digital Marketing Roadmap template and fill it out with the major components of your marketing plan. Start with objectives, budget, channels, migrations, launches, events, annual theme, integrated campaigns, and headcount.

Who owns the digital marketing roadmap?

The roadmap is owned by the head of marketing, which is usually the CMO or VP of Marketing. They need to figure out the targets and programs and map them out for their org, so detailed functional plans can be developed.

How should you track progress on the marketing roadmap?

The roadmap is different from OKRs or MBOs, which should usually be tracked weekly. The marketing roadmap progress should be tracked monthly as the elements are larger and more programmatic milestones.

Marketing roadmap vs. a marketing plan, what is the difference?

Roadmaps are short summaries of longer marketing plans, like an executive overview. Marketing plans go deeper on personas, strategies, competitors, and communications.

When should you have your marketing roadmap ready?

Fortune favors the prepared, so organized CMO usually start planning in October for the following year. The roadmap should be ready by the end of November. If you want to learn more about any of these trends/strategies, and how to leverage them, contact Milestone at sales@milestoneinternet.com. or call at (408) 200-2211

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