What is a Go-to-Market Roadmap?

The GTM Roadmap visualises the goals, tasks, phases and timing of all work required to bring a new product or service to the market. At Stretch Innovation this is an essential tool as we use this tool to capture the GTM strategy of our innovation tracks and provide a central place to track all relevant aspects of a product or service launch. The GTM Roadmap covers 6 key steps in the GTM journey that need to be considered in each phase of the timeline:

1. Key questions
2. Focus
3. Inputs and tasks
4. Outcomes and goals
5. Timeframe
6. Roles and responsibilities

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How to use a Go-to-Market Roadmap?

MAP: the actionable steps that need to be completed to launch your final product or service in the market.

UNDERSTAND: the different roles and responsabilities needed by your team to complete these steps.

COMPREHEND: the amount of effort required and which tasks are priorities for the roadmap to work.

ALIGN: stakeholders both internally and externally through clear actionable steps and an action plan.

REPEAT: or extend this tool each time a phase is over or completed.

RE-ASSESS: and re-prioritize continuously to ensure your plan remains relevant and of high quality.

CHECK: your backlog regularly to prevent overdue tasks and re-assess your backlog continuously.

Different Steps to a Go-to-Market Roadmap

Step 1: Go through each row of the roadmap, making sure to list all essential matters and important steps of the GTM plan.

Step 2: After listing all the elements, distribute them along the columns of roadmap, which represent the timeline of the GTM journey. Consider the workload of the tasks and the feasibility to achieve them with your team's current capacity in a certain timeframe.

Step 3: Discuss the content of the framework with your team to check the overall feasibility and review the timeline of the roadmap.

Step 4: Reiterate where needed if the outcome of step 3 has exposed any hurdles or shortcomings.