Roadmapping Features: A Customer-Based Perspective

This article investigates roadmapping features using a value proposition approach. First, three main roadmapping customers are defined to underpin the study: facilitators; owners; and participants. Then, a model of roadmapping features—organized as jobs, pains, and gains—is proposed and evaluated. The analysis of the proposed model indicates that the planning and deployment stages are critical to delivering better value to roadmapping customers. The most relevant jobs, pains, and gains for each customer are also discussed, helping companies and roadmapping professionals to design roadmapping processes for improved value delivery.