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Background
Roadmapping is a mainstream tool that
has been gaining popularity since the 1980s. Yet more than two
decades later, companies still struggle with how to get started, and
more importantly, how to make roadmapping a sustainable and
value-add activity. Typically, roadmapping has been used to drive
technology and product strategy around the area of innovation. More
recently, companies gaining the greatest benefit from this technique
have expanded it to embrace multiple elements of strategy to answer
critical questions including:
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What, when and how to invest
critical resources in technology
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How to develop collaboration and
partnership strategies that leverage R&D and other resources
across organizations
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How to expand existing markets and
grow into new markets
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How to continue to be successful
in the marketplace while migrating from one product base to
another
- How to link
information and activities in one part of the organization to
other areas that face significant challenges
Participants
will leave this workshop with a framework to map the strategy canvas
and a series of questions and templates to help them determine the
best starting point for their roadmapping efforts. In addition,
participants will explore common barriers and challenges to
roadmapping within an organizational unit, across functional silos
and beyond the company to its partners/suppliers.
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Who Should Attend |
This workshop is
designed specifically for technology managers, marketing
directors, product portfolio leaders, and others in the
organization who are seeking a better way to link market
needs and technology evolution. Manufacturers, service
providers, suppliers, and others will gain vital tools to
help them navigate the complex landscape of product (or
service)/technology/market strategy.
Attendees are NOT required to have significant
experience with product and technology roadmapping. To bring
all attendees to a base level of knowledge in roadmapping
fundamentals, pre-workshop reading, questionnaires and
templates will be provided to help each participant prepare
for the session. |
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