Why most roadmaps are broken (and how to fix them)

Product roadmaps are supposed to guide teams, align stakeholders, and drive business outcomes. But let’s face it—most roadmaps fall short. They become a backlog of “nice-to-haves” rather than a strategic compass. The culprit? A failure to quantify and prioritize opportunities in a way that scales.

Effort vs impact isn’t enough

Many product managers rely on the classic Effort vs Impact matrix to make decisions. While this is a good starting point, it’s often too vague. A typical “t-shirt size” estimation like “high impact” or “low effort” doesn’t answer critical questions, such as:

• How much revenue will this feature generate?

• How many customers will it unlock or retain?

• What’s the actual ROI of building this feature?

This lack of precision leads to prioritization driven by gut feeling, stakeholder politics, or the loudest voice in the room, rather than data. The result? Teams spend months building features that don’t move the needle.

The real problem: no scalable framework

The core issue is that most roadmapping frameworks don’t provide a scalable way to quantify opportunities. For example:

• Impact is often defined subjectively, leading to inconsistencies across teams.

• Revenue potential, churn reduction, or customer acquisition impact isn’t tied to features.

• There’s no clear link between roadmap priorities and measurable business outcomes.

Without a data-driven approach, product leaders can’t defend their decisions to C-level stakeholders or connect their investments to tangible growth.

How to fix it

If you want to move beyond broken roadmaps, here’s how to start:

Tie impact to business metrics

Replace vague “impact” estimations with measurable KPIs:

Revenue impact: How much money is this feature expected to generate or save?
Customer impact: How many users will this unlock, acquire, or retain?
Operational impact: How much efficiency or cost reduction will it deliver?

Adopt a scalable prioritization framework

Use a framework that integrates ROI into the decision-making process. For example:

Assign monetary value to each feature’s expected outcome.
Factor in variables like development cost, time to build, and technical risk.
Rank features based on their ROI to ensure you’re focusing on the initiatives that will drive growth.

Leverage tools and analytics

Spreadsheets are not enough. Invest in tools that allow you to:

Model scenarios based on financial data.
Visualise feature ROI and opportunity cost.
Integrate metrics from your CRM, analytics, and product tools for a holistic view.

Lead with transparency

Communicate roadmap decisions clearly to your team and stakeholders. Show the data behind why one initiative was chosen over another. This not only builds trust but also shifts the conversation from opinions to outcomes.

Aiming higher: a roadmap for product leaders

For product leaders, the stakes are higher. It’s not just about prioritizing the right features—it’s about driving measurable business growth. Your roadmap should be a living strategy document, not a static wish list.

Ask yourself:

Can I quantify the business impact of each feature on my roadmap?
Does my team have a framework to consistently measure and prioritize opportunities?
Am I communicating how product decisions align with company goals?

The truth is, broken roadmaps don’t just slow down teams—they cost businesses revenue, customers, and time. By moving beyond subjective prioritization and embracing a scalable, ROI-driven approach, you can transform your roadmap into a powerful tool for growth.