{"id":441,"date":"2025-10-13T09:28:00","date_gmt":"2025-10-13T09:28:00","guid":{"rendered":"https:\/\/www.linkauthority.eu\/?p=441"},"modified":"2025-08-04T11:30:29","modified_gmt":"2025-08-04T11:30:29","slug":"feuille-de-route-marketing","status":"publish","type":"post","link":"https:\/\/www.linkauthority.eu\/en\/feuille-de-route-marketing\/","title":{"rendered":"Marketing roadmap: a practical guide"},"content":{"rendered":"<ul>\n<li>Let me explain what a marketing roadmap really is.<\/li>\n<li>You'll know why it's essential to your strategy<\/li>\n<li>I detail each step to build an efficient one<\/li>\n<li>You'll discover the right tools for your needs<\/li>\n<li>I share concrete B2B and B2C examples<\/li>\n<li>I'll help you avoid the most common pitfalls<\/li>\n<\/ul>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.linkauthority.eu\/en\/feuille-de-route-marketing\/#Quest-ce_quune_feuille_de_route_marketing\" >What is a marketing roadmap?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.linkauthority.eu\/en\/feuille-de-route-marketing\/#Pourquoi_est-elle_indispensable\" >Why is it essential?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.linkauthority.eu\/en\/feuille-de-route-marketing\/#Etapes_pour_construire_une_feuille_de_route_marketing\" >Steps to build a marketing roadmap<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.linkauthority.eu\/en\/feuille-de-route-marketing\/#1_Analyser_la_situation_actuelle\" >1. Analyze the current situation<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.linkauthority.eu\/en\/feuille-de-route-marketing\/#2_Definir_les_objectifs_SMART\" >2. Define SMART objectives<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.linkauthority.eu\/en\/feuille-de-route-marketing\/#3_Identifier_les_leviers_marketing_a_activer\" >3. Identify the marketing levers to activate<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.linkauthority.eu\/en\/feuille-de-route-marketing\/#4_Prioriser_les_actions_et_creer_une_timeline\" >4. Prioritize actions and create a timeline<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.linkauthority.eu\/en\/feuille-de-route-marketing\/#5_Definir_les_KPIs_et_le_suivi\" >5. Define KPIs and monitoring<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/www.linkauthority.eu\/en\/feuille-de-route-marketing\/#Outils_recommandes_pour_creer_une_feuille_de_route\" >Recommended tools for creating a roadmap<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/www.linkauthority.eu\/en\/feuille-de-route-marketing\/#Exemples_de_feuille_de_route_marketing\" >Examples of marketing roadmaps<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/www.linkauthority.eu\/en\/feuille-de-route-marketing\/#Entreprise_B2B\" >B2B Company<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/www.linkauthority.eu\/en\/feuille-de-route-marketing\/#Entreprise_B2C\" >B2C company<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/www.linkauthority.eu\/en\/feuille-de-route-marketing\/#Bonnes_pratiques_et_erreurs_a_eviter\" >Best practices and mistakes to avoid<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Quest-ce_quune_feuille_de_route_marketing\"><\/span>What is a marketing roadmap?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>First of all, I'd like to clarify what I mean by a \u201cmarketing roadmap\u201d. It's a visual and strategic document that enables you to plan your marketing actions over time, in line with your overall objectives. It should not be confused with a simple marketing plan, which is often more static. Nor with an editorial calendar, which focuses on content publication. The roadmap, on the other hand, encompasses all of these and more.<\/p>\n<p>It gives you an overview, highlights your priorities, and allows you to orchestrate the tasks of your marketing teams in a fluid, concerted way.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Pourquoi_est-elle_indispensable\"><\/span>Why is it essential?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Frankly, I think it's hard to do without one these days. With the growing complexity of channels, audiences and tools, having a well-structured roadmap becomes a real safety net.<\/p>\n<ul>\n<li><strong>Aligning teams<\/strong> When everyone knows where they're going, efforts are concentrated and more effective.<\/li>\n<li><strong>View milestones<\/strong> It helps you identify key dates, deliverables and any delays.<\/li>\n<li><strong>Optimizing resources<\/strong> We're always on the lookout for new ideas: by planning well, we avoid dispersion, anticipate needs and remain agile.<\/li>\n<li><strong>Measuring impact<\/strong> By monitoring your KPIs, you can steer your actions with a clear conscience, adjusting when necessary.<\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"Etapes_pour_construire_une_feuille_de_route_marketing\"><\/span>Steps to build a marketing roadmap<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><span class=\"ez-toc-section\" id=\"1_Analyser_la_situation_actuelle\"><\/span>1. Analyze the current situation<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>I always start there. Understanding where you're starting from is essential. I recommend the use of marketing audits, SWOT matrices and market analyses. These help you identify your strengths, weaknesses, opportunities... and threats.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"2_Definir_les_objectifs_SMART\"><\/span>2. Define SMART objectives<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>I encourage you never to settle for vague goals. Goals <i>SMART<\/i> (specific, measurable, achievable, realistic and time-defined) enable you to stay on course, measure progress and motivate your teams.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"3_Identifier_les_leviers_marketing_a_activer\"><\/span>3. Identify the marketing levers to activate<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Inbound, outbound, SEO, online advertising, content marketing, social networks... It all depends on your objectives and targets. Don't activate everything at once. Choose the right channels for the right message, at the right time.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"4_Prioriser_les_actions_et_creer_une_timeline\"><\/span>4. Prioritize actions and create a timeline<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Don't have time to do it all? No problem. You have to prioritize. I often use Trello or a Gantt chart to visualize all this. You set milestones, sequences and dependencies. And above all, you stay flexible.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"5_Definir_les_KPIs_et_le_suivi\"><\/span>5. Define KPIs and monitoring<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>I advise you not to neglect this step. Well-chosen KPIs give you a compass to check that your efforts are bearing fruit. And if they're not? You pivot, you adjust. That's the whole point of this living roadmap.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Outils_recommandes_pour_creer_une_feuille_de_route\"><\/span>Recommended tools for creating a roadmap<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>It all depends on the size of your team, your habits and your budget. Here are the tools I've tested and recommend for different situations:<\/p>\n<ul>\n<li><strong>Notion, Trello or Asana<\/strong> ideal for simple collaborative projects.<\/li>\n<li><strong>Google Sheets or Excel<\/strong> This is a useful tool if you like customization or are just starting out.<\/li>\n<li><strong>Monday.com or ClickUp<\/strong> These are ideal for large teams or more complex projects.<\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"Exemples_de_feuille_de_route_marketing\"><\/span>Examples of marketing roadmaps<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>To give you a better idea of what this can mean, let me show you two real-life cases.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Entreprise_B2B\"><\/span>B2B Company<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>An SME in the industrial sector wanted to generate more qualified leads. Its roadmap included 6 months of actions: redesign of its website, creation of white papers, LinkedIn campaigns and email automation. Everything was aligned with a single objective: to feed the sales pipeline.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Entreprise_B2C\"><\/span>B2C company<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>An e-commerce boutique specializing in natural cosmetics focused its roadmap on SEO, influencer marketing and seasonal product launches. Here again, each action had its own place and role in the overall strategy.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Bonnes_pratiques_et_erreurs_a_eviter\"><\/span>Best practices and mistakes to avoid<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>I'm speaking from experience here. There are some mistakes that come up very often, and I'd rather you avoided them:<\/p>\n<ul>\n<li><strong>Do it all<\/strong> It's the best way to achieve nothing.<\/li>\n<li><strong>No link between objectives and actions<\/strong> every task must make strategic sense.<\/li>\n<li><strong>Fixed roadmap<\/strong> The world is changing, and your plan needs to adapt.<\/li>\n<li><strong>Teams not involved<\/strong> If your employees don't identify with it, nothing will happen.<\/li>\n<\/ul>\n<p>My advice? Involve your teams from the outset, and make this roadmap a collective project, a living tool that can be adjusted in line with results and feedback from the field.<\/p>\n<p>In the end, this marketing roadmap becomes much more than a simple document. It's a guideline, a landmark, a catalyst for strategic alignment. And believe me, when it's right, it changes everything.<\/p>","protected":false},"excerpt":{"rendered":"<p>I explain what a marketing roadmap really is You'll learn why it's essential to your strategy I detail each step in building an effective one You'll discover the tools adapted to your needs I share concrete B2B and B2C examples I help you avoid the most common pitfalls...<\/p>","protected":false},"author":1,"featured_media":443,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","_kadence_starter_templates_imported_post":false,"_kad_post_transparent":"","_kad_post_title":"","_kad_post_layout":"","_kad_post_sidebar_id":"","_kad_post_content_style":"","_kad_post_vertical_padding":"","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false,"_kad_post_classname":"","rank_math_title":"","rank_math_description":"Feuille de route marketing \u2b50 Guide complet pour structurer, planifier et piloter vos actions marketing avec m\u00e9thode et clart\u00e9.","rank_math_focus_keyword":"","rank_math_canonical_url":"","rank_math_robots":"","saswp_custom_schema_field":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-441","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"modified_by":null,"_links":{"self":[{"href":"https:\/\/www.linkauthority.eu\/en\/wp-json\/wp\/v2\/posts\/441","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.linkauthority.eu\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.linkauthority.eu\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.linkauthority.eu\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.linkauthority.eu\/en\/wp-json\/wp\/v2\/comments?post=441"}],"version-history":[{"count":0,"href":"https:\/\/www.linkauthority.eu\/en\/wp-json\/wp\/v2\/posts\/441\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.linkauthority.eu\/en\/wp-json\/wp\/v2\/media\/443"}],"wp:attachment":[{"href":"https:\/\/www.linkauthority.eu\/en\/wp-json\/wp\/v2\/media?parent=441"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.linkauthority.eu\/en\/wp-json\/wp\/v2\/categories?post=441"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.linkauthority.eu\/en\/wp-json\/wp\/v2\/tags?post=441"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}