Experience with Business Roadmapping has identified the limitations that can reduce the effectiveness of the Business Roadmapping processes. Careful pre-planning and a clear statement of intent can significantly increase roadmapping benefits.
 
Be aware that:
 
1 Business Roadmapping may be seen as a one-off, stand alone deliverable undertaken in response to a particular need rather that be integral to the business culture. To realise the potential of Business Roadmapping, the process should be regularly reviewed as part of the on-going management process.
 
2 Lack of clarity of assumptions about future customer needs may redirect focus from customer needs to more easily understood technology capabilities - that can limit potential business outcomes. Data inputs for the Business Roadmap need to be as accurate as possible and widely adopted throughout the firm. Avoid the "Garbage in - Garbage out" syndrome.
 
3 Beware of over planning. A one page graphic should focus only on key issues identified at the time of preparing and later reviewing roadmaps. A Business Roadmap is a decision making and communication tool -not a detailed operational plan.

4 Regular reviews of the Business Roadmap are required to monitor and respond to changes in the business environment. In a rapidly changing environment, such as electronic consumer goods with rapid introduction of new products, reviews are conducted as frequently as weekly. In other circumstances an annual review may suffice.
 
5 Business Roadmapping can highlight critical gaps in knowledge and high levels of uncertainty about future circumstances and events. Some managers may not be comfortable outside their traditional comfort zones and as a result overlook opportunities that may not be explored.

6 Make sure that the right people are in the workshop and the wrong people aren't. Ensure you have an agenda so that people can prepare in advance, you can keep discussions from drifting into irrelevancy.
 
 
 
 
 

Like with any roadmap, misreading the signs can lead to the wrong destination.

© Bmaps Pty Ltd 2013