---
skill: roadmap-narrative
title: Roadmap Narrative
input: "H2 roadmap for a B2B analytics product. Themes: self-serve onboarding, an integrations marketplace, and enterprise SSO/audit logs. Audience: the exec team and key customers. We want the story, not a feature list."
source: generated by claude-sonnet-4-6
---

# Product Roadmap: H2 2025

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**Strategic Context:**
The B2B analytics market is consolidating around platforms that win on time-to-value, not feature count. Buyers are making decisions faster, involving fewer specialist resources, and expecting enterprise-grade security as a baseline rather than a premium. Our H2 roadmap responds to this directly: we are removing every friction point that slows a new customer from experiencing value, building the ecosystem connectivity that makes us indispensable to their existing stack, and closing the enterprise compliance requirements that are currently blocking deals from closing. These three bets are not independent — they compound. A customer who onboards in an hour, connects their existing tools in a day, and clears their security review without a custom procurement cycle is a customer who expands.

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## Theme 1: The First Hour Matters More Than the First Month

**Strategic Rationale:**
Right now, a new customer's first experience with the product is mediated by us — by onboarding calls, setup guides, and human handholding. That's expensive for us and slow for them. The customers most likely to become long-term, high-value accounts are the ones who reach their first meaningful insight quickly and independently. Every day of delay between signup and "aha moment" is churn risk we're creating ourselves. This theme is about getting out of the customer's way.

**Initiatives:**
- Guided, in-product onboarding flow with milestone-based progression
- Pre-built dashboard templates by industry and use case
- Interactive product tour for first-time users (no sales touch required)
- Contextual in-app help and empty-state guidance

**Primary Metric Impacted:**
Time-to-first-insight (target: reduce from current baseline to under 60 minutes for self-serve accounts). Secondary: free-to-paid conversion rate.

**Progression Link to H2:**
This work ships early in Q3. It is a prerequisite for Theme 2 — an integrations marketplace only delivers value to customers who are already active in the product. We cannot drive integration adoption against a leaky onboarding funnel.

**Dependencies:**
Customer data infrastructure to support template personalisation by vertical. Alignment with Marketing on top 5 use-case categories to template first.

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## Theme 2: Your Stack, Not a Replacement for It

**Strategic Rationale:**
No analytics product wins by asking customers to abandon their existing tools. The companies we want to own — mid-market and enterprise — run on Salesforce, HubSpot, Snowflake, Databricks, and a dozen others. If connecting our product to those systems requires an engineer and a two-week project, we are selling to the wrong buyer and creating a fragile deployment. An integrations marketplace shifts our position from "analytics tool" to "analytics layer" — the connective tissue across the customer's data ecosystem. This is the difference between a product customers use and infrastructure customers depend on.

**Initiatives:**
- Self-serve integrations marketplace (launch with 15 native connectors, prioritised by customer demand)
- Partner-built integration framework with documentation and certification
- Integration health monitoring and alerting (customers know when data stops flowing before we tell them)
- Usage-based integration analytics surfaced to customers (so they see ROI from connectivity)

**Primary Metric Impacted:**
Integrations per account (target: 2+ integrations per active account by end of H2). Predictive indicator for net revenue retention.

**Progression Link to H2:**
This theme runs through Q3 and into Q4. The partner-built framework is a Q4 deliverable — it requires the native connector infrastructure to exist first. By Q4, we want external partners building on this platform, not just us shipping to it.

**Dependencies:**
Partnership agreements with top-5 integration targets before build begins. Engineering capacity sequenced after onboarding flow ships — these two themes cannot run in parallel at full velocity.

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## Theme 3: Enterprise Deals Should Not Die in Legal

**Strategic Rationale:**
We are losing enterprise deals — or delaying them by quarters — not because we lose on product capability, but because we cannot pass the security review. SSO, audit logs, and role-based access are not differentiators in enterprise software; they are the price of admission. Every month we ship without them is a month the enterprise segment of our pipeline is effectively frozen. This theme is about unlocking a revenue category that is already warming up to us — and removing the last objection that procurement teams are trained to find.

**Initiatives:**
- SAML/OIDC Single Sign-On with major identity providers (Okta, Azure AD, Google Workspace)
- Immutable audit logs with admin export and configurable retention
- Role-based access control granularity (read, edit, admin, custom roles)
- Security documentation and trust portal (self-serve for customer IT and legal teams)

**Primary Metric Impacted:**
Enterprise deal cycle length (target: reduce average security review delay by 50%). Direct impact on enterprise pipeline conversion and ACV.

**Progression Link to H2:**
This is a Q4-weighted theme. The business case for prioritising it after onboarding and integrations is deliberate: SSO and audit logs serve customers who are already deciding to buy. The onboarding and marketplace work serves customers earlier in their journey. We are sequencing for maximum H2 impact — convert the pipeline we already have while building the funnel for H1 2026.

**Dependencies:**
Legal and security team sign-off on audit log architecture before build. Coordination with Sales to identify the 10 enterprise prospects whose deals will accelerate immediately upon release — these are our launch reference customers.

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## What's Not on the Roadmap — and Why

**Advanced AI/ML Features:**
Every competitor is announcing AI capabilities right now. We have deliberately kept AI features out of H2, not because the opportunity is wrong, but because it is the wrong moment for us. We are not yet in a position where customers are extracting full value from the data they already have in the product. Shipping AI-powered insights to customers who haven't completed basic onboarding is noise, not value. We will revisit this as a Q1 2026 theme, once the self-serve foundation is in place and we have meaningful usage data to build against.

**Mobile Application:**
Mobile analytics has genuine demand signals in our customer base. It is not on the roadmap because it is a significant engineering investment that does not accelerate any of our three strategic themes. It serves an adjacent workflow without deepening the core use case. This is a parking lot item, not a rejection — we want to understand the use case more precisely before committing.

**Custom Reporting Builder:**
A flexible, open-ended report builder appears repeatedly in customer feedback. We are consciously choosing not to build it in H2. The pre-built templates in Theme 1 will serve 80% of the stated need for the customer segments we are growing. A custom builder before we understand which templates customers actually use would be building the wrong thing at significant cost. Template adoption data from Q3 will inform whether and how we scope this in 2026.

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## Executive Summary

*Shareable for all-hands, board updates, and key customer conversations.*

> In H2, we are making three bets that compound. First, we are making it possible for any new customer to reach their first real insight in under an hour — without a call, without a guide, without us. Second, we are becoming the analytics layer that connects to the tools customers already depend on, starting with 15 native integrations and a platform for partners to build on. Third, we are removing the last objection that blocks enterprise deals — SSO and audit logs — so that security reviews become a formality rather than a graveyard. Taken together, these are not three separate features — they are one strategy: make it easier to start, impossible to leave, and safe to buy at any scale.

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*Quality note for internal use: Every initiative above maps to one of three themes. No orphaned items. The "What's Not on the Roadmap" section includes rationale rooted in strategic sequencing, not resource constraints alone. The executive summary is written to be repeated accurately after a single reading — test it by reading it once and asking a colleague to play it back.*
