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Product & Technology Roadmapping for Future Growth: Linking Markets, Products and Technology

Date: June 10 - 11, 2014

Location: Babson Executive Center, Wellesley, MA



An exclusive two-day workshop on how to develop, implement and successfully execute strategic roadmaps in your company


  • Receive a step-by-step process with proven tools, templates, and Customer Focused Technology Planning® framework
  • Make better technology and product investment decisions; achieve both short- and long-term ROI objectives
  • Stay ahead of the competition – anticipate key opportunities, threats, and global trends

Why this workshop is important to you

For several decades roadmaps have provided a useful framework for focusing development efforts and promoting effective project management.   However, too often the reality of roadmapping fails to deliver on the promise. Why? The following are common misperceptions:

Misperception: Roadmaps primarily serve to link activities over time but are not part of the front end planning
Reality: When approached properly roadmaps go well beyond proving direction for approved plans, they can stimulate innovative thinking and guide product/technology investment decisions and become the main engine of the front end process

Misperception: Focusing on customer requests ensures developing products and services that meet their needs
Reality: Needs that drive future demand are often not understood or appreciated by your customers, roadmapping can and should help you anticipate future drivers of your business

Misperception: Proven technology is the fastest and least risky approach to addressing customer needs
Reality: Using current technology may appear to be the least risky path to the marketplace, but unless roadmapping assesses alternative and potentially disruptive technologies the organization faces the risk of lost opportunities to more savvy competitors

Misperception: Publishing roadmaps can enhance communication and focus energies across the organization
Reality: True, but only if they are understood at all levels and functions. This requires full cross-functional participation to build consensus and commitment among all those involved in executing the plans

Misperception:Roadmaps always provide a clear path to success
Reality: Roadmaps always provide clear direction, but more important is to provide the right direction. Success at the end of the path requires a roadmapping process that uses solid information about customers, technologies and competitive environment that is regularly updated as the world changes.

For over 40 years the workshop leader, Dr. Jay Paap, has helped organizations design and implement effective roadmapping programs.  His proven planning framework, Customer Focused Technology Planning® (CFTP®) has been used throughout the world, by organizations of all types: commercial and government, consumer and B-to-B, large and small, product and service.

This session draws on Dr. Paap’s extensive experience and provides a step-by-step implementation plan as well as problem-solving and coaching to ensure success.


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About the Instructor

Jay Paap is President of Paap Associates and is one of Management Roundtable’s most highly rated instructors. He also serves on the faculties of the Industrial Relations Center at Caltech and the Executive Program at The Sloan School (MIT), is a Fellow of The Society of Competitive Intelligence Professionals, and a PDMA Certified New Product Development Professional. He received his Ph.D. from MIT’s Sloan School of Management with concentrations in technology management and organization design.

Dr. Paap has been active in the management of technology for over 40 years, and has consulted with industrial and governmental organizations for 35 years. Prior to founding Paap Associates, Jay was Partner at Data and Strategies Group, Principal at Ampersand Ventures, Director of Corporate Consulting at Venture Economics, and Associate Director of the Technology Management Group at Pugh-Roberts Associates. Before entering consulting, Jay was an officer in the US Air Force, responsible for developing and deploying advanced electronics equipment.

In 1992 he founded and ran the Commercialization Roundtable in which senior business development managers from major companies met every two or three months through 1995 to share experiences on open innovation and develop best practices concerning how major corporations can effectively commercialize new technology based concepts and businesses. Among the members of the Roundtable were AT&T, Digital, Dow, DuPont, GTE, IBM, MCC, Motorola, and Xerox.

What You Will Learn

Specifically you will learn to:

  • Identify current and anticipate future customer needs (as well as potentially disruptive technologies)
  • Build roadmaps that link key customer needs with the right technologies
  • Integrate product and technology roadmaps with revenue and growth strategies
  • Manage the front-end of innovation more effectively
  • Ensure that technology investments are sensitive to business needs, even when hard market numbers are not available
  • Select project portfolios that balance both routine and innovative developments
  • Incorporate the full range of development options into roadmaps; leverage opportunities offered by internal ventures, alliances, spin-offs and other forms of Open Innovation
  • Develop implementation strategies to make roadmaps an integral part of the organization’s product and technology development practices
  • Effectively use roadmaps to communicate future plans and strategies to customers, suppliers and development team members

6 Key Deliverables

You will return to your organization with:

1. Tools to build your own technology roadmapping process using Customer Focused Technology Planning® framework
2. Templates including: Product Market Matrix, Customer Needs Profile, Technology Impact Matrix, Alliance Strategy Process, and more
3. Keys to success based on examples and best practices from leading firms
4. Insights on how to adapt the roadmapping framework to your organization’s needs
5. Comprehensive reference materials and suggested resources
6. Implementation guidelines 

Overall, you will come away with a roadmapping process that not only brings clarity to short-term developments, but more importantly, enables you to drive innovation, foster profitable growth, and avoid surprises.  You will be able to resolve concerns and overcome organizational barriers that often stand in the way of successful implementation.

Course Agenda

Day 1

8:15-10:00am Session 1: What is Roadmapping, why and how is it used?

  • Differences between types of roadmaps: industry roadmaps (define the field), landscape maps (stimulate innovative ideas) and route maps (make it happen)
  • Why the practice often fails to meet the promise – keys to roadmapping success
  • Group discussion: Challenges faced by attendees’ using roadmaps

10:15-12:00 Session 2: The logic behind roadmaps: Tying technology and product investments to your business

  • Insights from MIT research on innovation – the Dynamics of Innovation (DOI) framework
  • Conceptual building blocks: needs vs. wants; importance vs. leverage; systematic versus intuitive decision making
  • A planning framework: Customer Focused Technology Planning (CFTP)
  • Exercise: Decipher needs derived from customer requests

12:00-1:00pm Lunch

1:00-3:00pm Session 3: Building Landscape Maps Part 1: Identifying drivers

  • Planning guidelines: timing and team selection - the importance of true cross-functional interaction
  • Selecting the areas on which to focus: the Product Market Matrix
  • Understanding customers’ current and future needs: The Customer Need Profile
  • Exercise: Use templates to focus roadmapping and select product and service attributes as targets for improvement

3:15- 4:45pm Session 4: Building Landscape Maps Part 2: Identify technical options

  • Identifying potential options for addressing key customer drivers: The technology Impact matrix
  • Assessing the readiness and suitability of technology options
  • Evaluating your capability versus current and possible competitors
  • Integrating insights on needs, technology options and competitors into a landscape map
  • Exercise: Use templates to assess technology options

5:00-6:00pm Networking Reception

Day 2

8:00 -10:00am Session 5: Using Landscape Maps to build Route Maps: Turning insights into action

  • Managing ideation – guidelines for effective use of landscape maps to stimulate innovation
  • Selection context: business and technology strategies
  • Using the NOMMAR - framework for building a business case
  • Keys to addressing risk – the importance of identifying and managing the impact of uncertainty
  • Exercise: Team review of landscape map

10:15-12:15 Session 6: Supporting processes: Tools to facilitate roadmapping

  • Fine-tuning roadmaps (providing details and assessing positive and negative interactions)
  • Customer insight: techniques for uncovering latent and unarticulated customer needs
  • Anticipating disruptive innovation – how alert firms can avoid surprises using forecasting and scouting techniques
  • Leveraging external relationships: using open innovation techniques, scouting and the Alliance Strategy Process (ASP) to manage risk and speed developments
  • Exercise: Use templates to assess technology options

12:15-1:15pm Lunch

1:15-2:15pm Session 7: Implementing Roadmapping

  • Steps for integrating roadmapping into your firm
  • Using roadmaps to communicate, coordinate, and control: integrating roadmaps with other planning processes
  • Common barriers to effective roadmapping and techniques for minimizing their impact industries
  • Adapting the basic frameworks and templates to make them relevant: Examples

2:30-3:45pm Session 8: Adapting the CFTP templates and process to your firm

Participants will work in teams to explore ways to address selected challenges faced by attendees when introducing the workshop frameworks back home.

3:45-4:00pm Wrap-up/Session Concludes

Who Should Attend

This workshop is designed specifically for VPs, Directors and Managers of Product Development, Innovation, R&D, Marketing, Strategy, Program Management, and others involved in product and technology planning.

Experience with product and technology roadmapping is not required; cross-functional team attendance is encouraged. (Group discount available, please see registration page)

This workshop is strictly limited to 35 attendees to ensure an optimal learning experience for all participants. 

Course Testimonials

"Absolutely the best workshop I've ever attended!  Jay kept the course relevant and moving/engaging. P.S. I don't give '5's' very often!"  Mickey Noonan, VP Global Product Excellence, Stryker Instruments

“This course provides an excellent summary of R&D and product development risk assessment and management that we will use immediately. The content is very relevant for senior managers at technology companies, especially the insight into the decision making process. The instructor is energetic and engaging, and was very effective in driving the class.”
David Turner
Managing Director, Fibers Division
Techmer PM

"The program is well organized and excellently delivered. The scope of the course surpassed my expectations with a mix of Jay's abundant and real business examples. I will work to integrate the technology strategy and customer focused technology plan from this course into my organization."
Demis Desta, PMP
Head of North America LTE Go to Market Program
Nokia Siemens Networks

“This course is excellent. In particular, I found the ideas and concepts related to Customer Focused Technology Planning® very valuable.”
Ron Koehler
Director, Next Generation Products
Yaskawa Electric America

“Excellent instructor! Keeps everyone engaged in the topic, providing a wealth of information and useful, real-life stories. The case studies were highly applicable, as well as the templates provided. I found the course to be very valuable and I find myself using it as a reference on a regular basis.”
Steven Eng
Program Manager
General Dynamics

“Best [workshop] I've been to in years.”
Rich Marando
Director Technology and Innovation
Dana Corporation Structural Solutions Group


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Registration Information   

Dates/Schedule: The workshop will be held June 10, 2014. Registration and continental breakfast begin at 7:30am on June 10, the session begins at 8:15am. The workshop concludes at 4:00pm on June 11, 2014.

Registration Fee:
$1995/person. Fee includes course materials, continental breakfast, lunch, networking reception and post-workshop follow-up. Group Discount: Teams of 3 or more that register together may deduct $100 each from the fee. Workshop size is limited and fills quickly, register now to assure your place.


The session will be held at the Babson Executive Conference Center, 231 Forest Street, Wellesley, MA.   Babson Executive Center is located on the campus of one of Babson College, roughly 25 minutes from Boston and Logan Airport. Renowned for its entrepreneurial business school, the setting is ideal for learning, strategic planning, networking, and fresh inspiration – the center has advanced conference facilities and landscaped grounds with hiking trails, tennis courts, fitness center and more. We have a block of rooms at Babson's onsite hotel for attendees. Our rate is $206 per night, includes complimentary full hot breakfast, 24 hour complimentary beverage station, free parking, free internet and full amenities.  

For room reservations call: Ms. Maggie Joyce  781-239-5816
or email:   Program Code: MNGR69

You may also reserve online:

More information about the venue, including directions, is available here

No-Risk Guarantee:
Your satisfaction is 100% guaranteed – money-back or credit. If you’re not satisfied with the quality of this program, let us know in writing and we will refund your registration fee.

You may send a substitute attendee in your place at any time with no penalty (please inform us in advance). Cancellations made within 5 business days of the event are subject to a $500 administration fee or the full fee can be credited towards a future Management Roundtable event. No-shows are liable for the full fee.

Workshop Attire:
Business casual.

How to register

Register for this event:

Or register by phone:

Call 1-800-338-2223 or 781-891-8080 (9:00am - 5:30pm EDT)

In company training

This session can be brought directly to your site. Benefits include:

  • Lower cost per participant
  • Time savings
  • No travel required
  • Content tailored to your specific needs
  • Implementation is jump-started through team participation and instructor's hands-on guidance

Contact 781-891-8080 for more information and price quote.