If your team’s been hopping from one marketing tactic to another, testing a few paid ads here, tossing up a blog there, you’re in familiar company. A lot of tech companies try the same scattered approach, just trying to see what sticks.
But without a plan, this approach leads to wasted spending and a confused team where people remember goals differently and tactics get mixed up.
To get some clarity on this, I sat down with Justin Brown, Co-founder at Marketers in Demand. He helps companies move from scattered ideas to a documented plan that drives real growth. He sees firsthand how easily marketing efforts fall apart without a shared source of truth.
Why Most Tech Companies Struggle With Marketing Strategy
Tech leaders hit real friction when it comes to building a clear marketing strategy. Many teams run on unwritten plans and lots of assumptions. People say they have a strategy, but when asked to show it, the conversation gets fuzzy.
What actually happens is teams remember goals differently and mix up the tactics. “If they’re not pen to paper, in six months you’re going to have people talking to each other, and Susie’s going to remember it one way and Jim’s going to remember it another way,” Justin said. In my experience, this leads to wasted budget, missed targets, and a lot of frustration.
I’ve seen companies run paid ads, push SEO, or chase new messaging, but never tie these actions to a specific goal. Without a documented roadmap, teams end up with confusion instead of results. A written plan is the only way to keep everyone on track and accountable.
What Is a Marketing Roadmap And Why Does It Matter?
A marketing roadmap is what turns strategy into something your team can actually act on. It puts your goals on paper, defines what success really means, and spells out how you plan to get there.
Without a written roadmap, you end up with scattered efforts and confusion. As Justin shared, “if you don’t have that stuff all written down, the tactics that are going to lead to outcomes, you really do not have a strategy. You have ideas.”
For B2B tech teams, a roadmap does a lot of heavy lifting. It aligns everyone around the same goals, creates accountability, and gives you a concrete way to track progress and adjust as you learn. And when resources are tight (which they usually are) that kind of clarity it’s essential.
So the real question is: how do you actually write a marketing roadmap that works?
Step 1 – Define Your Business Outcomes
Clear business outcomes give your marketing real direction. Instead of chasing “more,” get specific about what success looks like.
Ask questions like, “How many qualified leads do we need this quarter?” or “What revenue milestone are we aiming to hit?” These answers help shape every decision after.
Avoid letting your team settle for general goals. You want measurable targets, not just wishes. As I often say, “A goal not written down is only a wish, and everyone will be very confused six months later if it’s not written down.”
Tying your plan to concrete outcomes helps you focus resources and keeps your team honest about progress. Pick one or two main outcomes and write them down for everyone to see. This step turns strategy into a plan your team can actually use.
Step 2 – Align Tactics to Outcomes, Not the Other Way Around
Channel-first thinking trips up many B2B tech teams. Jumping to the latest tool or agency advice without checking your business goals wastes time and money. I see companies pick tactics because they sound good, not because they fit what they want to achieve.
Start with outcomes, then build your tactics around them. As Justin put it, “You need to focus on the outcomes. What are our business goals? And then everything that you do for marketing needs to go around those business goals.”
Avoid the agency “hammer-nail” problem. Just because an agency sells paid ads or SEO doesn’t mean it’s right for you. Choose a mix of channels that supports your objectives and works within your budget. This keeps your marketing focused and effective.
Step 3 – Document Everything: Your Roadmap Template
A real marketing roadmap keeps things simple. Write down your main goals, the tactics you plan to use, your ideal customer profile, major competitors, and a few clear next actions.
I usually keep my template to one page.
- Start with your annual or quarterly goals.
- Add tactics linked to those goals.
- List who you want to reach and what sets you apart.
- Finish with the actions you will take first.
You do not need a hundred-page document. Just get your plan on paper so your team knows exactly where you are headed.
Step 4 – Prioritize Thought Leadership Content
Thought leadership content gives your team a strong foundation. When you create insightful articles, podcasts, or videos, you can use them across your channels. A single podcast can fuel blog posts, social media, and email campaigns.
As Justin said, “if you don’t know what you should do, you should be creating thought leadership content and figure the rest out afterwards.” Content like this helps build trust with your audience while supporting every other marketing effort.
Many B2B tech teams want instant lead flow, but as Justin pointed out, “if it was that easy, everyone would do it.” Instead, focus on consistent, helpful content that shows expertise. Over time, this will create a flywheel that amplifies your reach and keeps your brand top-of-mind.
Step 5 – Review, Measure, and Iterate
A roadmap only works if you keep it alive. Set a regular cadence for reviewing your plan. Quarterly or monthly usually fits best for tech teams. Look at your real numbers, not guesses, and use that data to adjust your tactics.
Continuous improvement is where growth happens. Justin explained that, “you need to evaluate if it worked or not.” If a tactic does not move you closer to your business goals, shift your focus. Keep your roadmap flexible so it can grow with your company and changing market demands.
Teams that revisit their plan often avoid wasted effort and spot gaps before they become big problems. Iteration means you are never stuck with what did not work last quarter. Keep the feedback loop tight, and your marketing will only get stronger.
The Litmus Test: Show, Don’t Tell
Ask yourself one simple question: Can your marketing team send a strategy document right now, without any extra explanation? If not, then you do not have a real roadmap.
A strategy that lives only in meetings or emails creates confusion. Teams forget details, mix up goals, or drift off course. A referenceable document brings clarity and trust for every stakeholder.
Here’s how to spot the difference:
- Written goals and tactics are easy to share.
- Everyone reads the same plan and understands next steps.
- No one says, “Let me explain our strategy first.”
Justin summed it up best: “If you can’t send that document without, well, ‘let me explain our strategy to you,’ then I think that you’re dropping the ball.”
Move From Scattershot to Strategic
Scattered tactics feel like a guessing game. One month, everyone wants more leads. The next, all eyes shift to website traffic or messaging.
With no roadmap, teams chase short-term fixes. Results stall. People point fingers. The cycle repeats.
A documented marketing roadmap breaks this cycle. When you capture goals, tactics, and outcomes in one place, you create clarity. Teams know what matters most. Small, agile teams see the biggest shift.
Focus grows. Meetings run smoother. Effort connects to outcomes.
“Send it to me. If you can send that to me, I think you’re in a great spot,” Justin said. That’s the real test. If your plan lives in one document, you stop relying on memory or side conversations.
Start now. Define your outcomes, write them down, and review them each quarter. The shift from scattershot to strategic begins with a single step.
For more insights, listen to the full episode of Tech Qualified with Justin Brown.
