SaaS Nordic Clubhouse Breakfast #12 – The Product Roadmap – why, how, and for whom?


Christoffer Lanstorp, Head Of Product Management at TimeLog (DK) 
Marieke Rodenrijs, Head of Product Marketing at Quinyx (SE)
Emil Eriksson, CPO at Briox (SE)
Vlada Ivankova, CPO at Flowbox (SE)
Felix Kruuse, Head of Product at Debricked (SE)

Key takeaways:

  • The roadmap is a continuation of your strategic goal-setting.
  • Customer feedback and market demand should impact the roadmap.
  • Feature request forms and feedback sessions with customers can provide valuable input.
  • Planning and internal communication are indispensable and stimulate other teams to think ahead.
  • It’s often a good idea to have one external and one internal version.
  • Be cautious when communicating the roadmap externally and avoid promising specific delivery dates externally. A next – now – later approach gives your team greater flexibility. 
  • Everyone in the company should be involved in and able to contribute to the roadmap.