How to Prioritize Your Product Roadmap When Everything Feels Important: A Grey Literature Review

Context: A key factor in achieving product success is to identify what and in which order outputs must be launched in order to deliver the most value to the customer and the business. Therefore, a well-established process to discover and prioritize the content of the product roadmap in the right way is crucial for the success of a company. However, most companies prioritize their product roadmap items based on opinions of experts or the management. Additionally, increasing market dynamics, rapidly evolving technologies and fast changing customer behavior complicate the conduction of the prioritization process. Therefore, many companies are struggling to finding and establishing suitable techniques for prioritizing their product roadmap. Objective: In order to gain a better understanding of the prioritization process in a dynamic and uncertain market environment, this paper aims to identify suitable techniques for the prioritization in such environments. Method: We conducted a Grey Literature Review according to the guidelines of Garousi et al. Results: 18 techniques for the prioritization of the product roadmap could be identified. 15 techniques are primarily used to prioritize outputs by considering factors such as the expected impact or effort. Two technique are most suitable for prioritizing risky assumptions that need to be validated and one technique focuses on the prioritization of outcomes. All techniques have in common that they should be conducted as cross-functional team activity in order to include different perspectives in the prioritization process.