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

Date: April 11 - 12, 2017

Location: MIT Samberg Center, Cambridge

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 the Customer Focused Technology Planning™ framework
  • Make better informed technology and product investment decisions to balance both short- and long-term ROI objectives 
  • Align product, market, and technology roadmaps within and across business units
  • Stay ahead of the competition – anticipate key opportunities, threats, and global trends

  • Effectively assess projects and develop balanced development portfolios even when lacking hard numbers


The overall purpose of this workshop is to enable participants to translate market, commercial, and technology priorities into a focus for roadmapping and strategy. It will provide decision support tools to help you make the right choices for growth as well as a more successful and controlled evolution of technology through your business.

Dr. Paap’s course is the definitive one on this topic – it will clear up the misperceptions and provide you with a proven approach that has helped past participants achieve their goals in a short time frame. This top-rated 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. 

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: 

* Roadmaps just coordinate activities over time but are not part of the front end planning

* Focusing on customer requests ensures developing products and services that meet their needs

* Proven technology is the fastest and least risky approach to addressing customer needs

* Publishing roadmaps can enhance communication and focus energies across the organization

* Roadmaps always provide a clear path to success

* Open innovation with partners requires its own roadmapping process

The truth is that when implemented properly, roadmaps go well beyond providing 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. Roadmapping can help you anticipate future drivers of your business – including disruptive technologies and offerings from unseen competitors. Overall, the power of roadmapping is its ability to unify your organization, integrate product line strategies, and enable effective collaboration both inside and outside your four walls.

Dr. Jay Paap, the workshop leader, has helped over 150 organizations design and implement effective roadmapping programs. His proven and highly adaptable 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 process was the basis for the Timken roadmapping process that was selected by the prestigious CEB as a ‘best practice’ roadmapping framework, and has been adopted by other leading companies across all industries.

NOTE: This workshop fills quickly. Sign up now to ensure your place.


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 faculty of the Executive Program at The Sloan School (MIT), led executive workshops for the Industrial Relations Center at Caltech and Haas School, Cal Berkeley, 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 is a much respected and sought-after speaker at workshops and conferences around the globe; he is the co-author of 'Anticipating Disruptive Innovation' which received the Maurice Holland award as the best practice article in Research Technology Management.

He has been active in the management of technology for almost 50 years, and has consulted with industrial and governmental organizations for over 40 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 value driven roadmaps that link key customer needs with the right technologies
  • Avoid being surprised by the emerging challenges and opportunities facing your business by having clear roadmaps for charting your path to the future
  • Effectively balance routine and innovative projects with a portfolio strategy that protects long term initiatives from the distractions of short term crises
  • Provide clarity to teams responsible for positioning the company for the future by having a clear roadmap of where you are going and how you plan to get there
  • Use roadmapping to coordinate internal developments within and between business units, and with internal ventures, alliances, spin-offs and other forms of Open Innovation
  • 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
  • Make roadmaps an integral part of the organization’s product and technology development practices
  • Use roadmaps to communicate future plans and strategies to customers, suppliers and development team members
  • Develop strategies to overcome organizational barriers that often stand in the way of implementing your roadmaps

7 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. Certificate of attendance

Don’t Miss This if

  • Your project execution is great, but you don’t know whether you’re always working on the right things
  • You’re concerned that shifting customer needs are making products /services or technologies obsolete
  • Front end innovation needs to be better managed in your business
  • Your technology base is starting to look vulnerable against new ‘disruptive technologies’
  • You are looking to position yourselves for the future
  • Past investments in new technology led to few commercial successes
  • You need to ensure technology investments are sound, particularly when hard numbers are unavailable
  • Promoting innovative projects within the constraints of approved roadmaps is difficult
  • Longer-term innovation investments are being diverted by short-term pressures
  • You need the keys to creating successful technical alliances

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

On the 1st day, we will look at:
1. The variety of roadmaps and how each can help better manage your resources
2. The logic behind roadmaps and how they can help drive innovation
3. How to tie technology and product investments to your business strategy
4. How to incorporate the full range of development options into roadmaps
5. How to build a landscape map.

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; differences between risk and uncertainty
• 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: Develop a customer need profile using the CFTP™ framework

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:Identify technology options to address selected drivers using the CFTP™ framework

5:00-6:00pm Networking Reception

On the 2nd day, we will focus on:
1. Translating your landscape map into action through route maps
2. Roadmap support & facilitation tools
3. Roadmap integration with other planning and NPD processes
4. Applying the Customer Focused Technology Planning ™ framework
5. Leverage opportunities offered by venturing, alliances

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

• Criteria for assessing opportunities
• 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 the APE™assessment tool to identify new sources of technology

12:15-1:00pm Lunch

1:00-2:00pm 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

• Developing company wide roadmaps to coordinate development efforts across business units
• Adapting the basic frameworks and templates to make them relevant: Examples

2:00-3:45pm Session 8: Adapting the CFTP templates and process to your firm
Class will 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

NOTE: This workshop fills quickly. Sign up now to ensure your place.

Registration Information

Dates/Schedule:  On day one, registration/continental breakfast begins at 7:30am, session begins at 8:15am and ends with a beer/wine reception at 5-6 pm; on day two, breakfast is available at 7:30am, session begins at 8:00am and concludes at 4:00pm. Please refer to the agenda for details.

Registration Fee:
$1995 per person. Fee includes program materials, luncheons, continental breakfasts, networking reception and refreshment breaks.

Team Discounts: 
Groups of 3 or more that register together may deduct $100 per person. Groups of 6 or more, please call 800-338-2223 for special pricing.


MIT Samberg Conference Center
50 Memorial Drive
Cambridge, MA 02142

(617) 253-5650

 A variety of hotels are located nearby.

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 EST)

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.