From Ad Hoc Features to
Strategy-Led Roadmaps
How a $30M ARR MarTech SaaS aligned execution with strategy to drive retention and R&D efficiency.
• Outcome-Based Roadmapping
• DORA Metrics Implementation
The Challenge
When I joined this Global Media and MarTech company, their success had created a hidden challenge: growth was slowing because product work had become reactive.
Feature decisions were largely driven by stakeholder opinions rather than strategic alignment. The result was a bloated backlog, competing priorities, and limited visibility into how shipped work actually impacted revenue.
The Pain Point:
A strong, profitable team lacked a clear connection between strategy and execution, leading to “output over outcomes.”
The Solution
My goal was to help the team transition from feature-led delivery to strategy-led outcomes. We implemented a structured transformation connecting company goals directly to product decisions.
Codified Strategy
Defined the business strategy clearly, then derived a measurable product strategy directly from it.
Outcome-Based Roadmaps
Built quarterly roadmaps focused on outcomes (not just features) with strict capacity guardrails.
Evidence Gates
Introduced “gates” for initiatives: every project had to link to KPIs like NRR, ARPU, or activation.
DORA & Analytics
Instrumented feature-level analytics and DORA metrics (deployment frequency, lead time) to track health.
The Impact
By anchoring product work to strategy and data, the company saw measurable improvements across performance, delivery, and revenue.
“Roadmap discussions now start with strategy and numbers, not opinions.”
Key Takeaways from this Case Study
A Fractional CPO can drive strategic clarity without restructuring teams or slowing down current delivery.
Outcome-based roadmaps keep everyone aligned on impact (KPIs), not just output (features).
Feature analytics & DORA metrics connect strategy, execution, and results in a single feedback loop.
Aligning roadmap discussions around data transforms company culture, not just the process.
Want to align your product roadmap with business strategy?
Hire a Fractional CPO to turn feature delivery into measurable growth.