Roadmap

Roadmap We help traditional B2B companies grow with clarity and confidence. When growth stalls, we restart the revenue engine. Clarity, process, and ex*****on.
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Roadmap builds go-to-market systems that align strategy, sales, marketing, customer experience, and tech to drive consistent, measurable revenue growth. You’ve got a strong product and a capable team, but results have slowed and it’s hard to see why. If your pipeline feels unpredictable, forecasts keep slipping, and sales and marketing are not pulling in the same direction, we can help. Roadmap wo

rks with manufacturers and professional service firms to find what’s getting in the way, fix the basics, and build a go-to-market system your team can run every week. The goal is simple: steady, measurable revenue growth you can count on. Key services:

Ideal customer targeting: Define who you win best with, which accounts to focus on, and how to start the right conversations. Sales and marketing planning: Review what’s working and what’s not, then align goals, campaigns, and priorities so teams move together. Sales process and accountability: Clear pipeline stages, qualification rules, and simple scorecards so you know what’s on track and what needs attention. CRM and automation: Set up or clean up your CRM, improve tracking, and automate follow-ups so reps spend more time selling. Brand positioning and messaging: Sharpen your story and proof points so you stand out and make it easy for buyers to choose you. Demand and lead generation: Create qualified meetings and real opportunities through focused campaigns, outbound sequences, and smart nurture. Sales enablement: Decks, one-pagers, case studies, and talk tracks that help your team sell with confidence. That’s how you break through a plateau and grow your business.

You can't grow what you don't understand. Most B2B companies have good products, strong teams, and active pipelines. Wha...
05/29/2026

You can't grow what you don't understand.

Most B2B companies have good products, strong teams, and active pipelines. What many are missing is a structured, documented understanding of who their best customers actually are.

This month's Round-Up covers:

➡️ The Revenue Factory foundation most companies skip, and where to start building it

➡️ UNITE 2026 in Saskatoon, June 9-11, where you can find us at Booth 45 at the AMC Annual Convention and Trade Show

➡️ River City Leaders Forum in Edmonton on June 18, where Steve is speaking

➡️ Two new Driving Growth episodes: why deals actually die (hint: it's not budget or timing), and how to engineer predictable B2B growth with the complete Revenue Factory framework

Link to newsletter: https://hubs.li/Q04jn1JZ0

Most B2B companies think they know their customers. The data says otherwise. Customer understanding is the first pillar...
05/28/2026

Most B2B companies think they know their customers.

The data says otherwise.

Customer understanding is the first pillar of the Revenue Factory.

Everything downstream — awareness, acquisition, expansion — runs on it. Get it wrong and the whole system is working with incomplete information.

Our Go-To-Market Readiness Index research shows where most B2B companies stand today:

➡️ 43% have a fully defined Ideal Client Profile
➡️ 70% haven't mapped their buying committee
➡️ 29% have a documented go-to-market strategy

These are established companies with proven product-market fit that are actively trying to grow. What's holding them back is structure, not effort.

Steve breaks down what customer understanding covers inside the Revenue Factory, what it costs to skip it, and exactly where to start.

Read the full article here: https://hubs.li/Q04jd3zF0

05/27/2026

In B2B, the buying decision is almost never made by one person.

It is a buying committee. A set of roles with competing priorities, and every one of them needs to be addressed.

🔹 The CEO wants growth
🔹 The VP of Sales wants a product that practically sells itself
🔹 The CFO wants to see a clear return on the investment being made

When messaging is built for one stakeholder and not the full committee, deals slow down and close rates suffer. Not because the product is wrong, but because not everyone in the room felt heard.

Understanding your buying committee and segmenting your messaging accordingly is a core component of a well-built go-to-market system.

In Season 2 Episode 10 of Driving Growth, Steve Whittington breaks down how to map your buying committee and build messaging that moves the full room, not just one person in it.

Listen here: https://hubs.li/Q04hd9tt0

05/22/2026

Defining your Ideal Customer Profile with precision is the foundation of an efficient go-to-market system.

Your Ideal Customer Profile is the customer where you win most often, where margins are higher, and where there is less friction. The ones where your work just lands. When your go-to-market is aimed too broadly, the result is an unpredictable pipeline and decisions made on gut feel instead of real account intelligence.

This is the single most common gap we find when working with B2B organizations. Product market fit exists. The targeting just hasn't been dialled in.

In Season 2 Episode 10 of Driving Growth, Steve Whittington breaks down how to identify your Ideal Customer Profile, tier your accounts, and aim your go-to-market at the customers that actually move your business forward.

Listen here: https://hubs.li/Q04hcnvp0

05/21/2026

A Revenue Factory is not a department, a CRM, or a campaign.

It is your complete go-to-market system. The connected set of processes, people, and tools that consistently turns the right accounts into closed revenue, and closed revenue into retained and expanding customers, with full visibility throughout.

Most B2B companies have pieces of this in place. What they are missing is the connection between them. And that gap is where forecasts become unreliable, pipelines stall, and growth stays unpredictable.

In Season 2 Episode 10 of Driving Growth, Steve Whittington maps out every component of the Revenue Factory, how they connect, and exactly where most companies are leaking.

Listen here: https://hubs.li/Q04hdtRv0

05/20/2026

Most B2B companies have pieces of a revenue system.

A CRM. A marketing function. A sales process that lives in one rep's head.

What they don't have is a system where every component is defined, connected, and measured.

In the latest episode of Driving Growth, Steve Whittington maps the complete Revenue Factory: what it is, how it works, and exactly where most companies are leaking.

By the end of the episode, you'll have what you need to build a one-page plan identifying what to fix first.

Listen now: https://hubs.li/Q04hdQc50

Being accountable for revenue in a B2B organization is one of the most isolated roles in business. Everyone has an opini...
05/19/2026

Being accountable for revenue in a B2B organization is one of the most isolated roles in business. Everyone has an opinion on the number. Very few understand what it actually takes to hit it.

➡️ The Canadian Professional Sales Association (CPSA), a 150-year-old institution, shut its doors.
➡️ 76% of B2B sellers missed quota in 2024.
➡️ And 70% of salespeople say they are struggling with their mental health.

The structural support for revenue leaders has not kept pace with what is being asked of them.

That is the gap the Growth Table was built to address.

The Growth Table brings together small cohorts of 5 to 7 B2B revenue leaders from non-competing companies. Sessions are structured, monthly, and built around the real challenges of delivering growth, with a trusted group that speaks the same language and understands the same pressures.

Because why have one advisor when you can have seven who are in the trenches with you?

Steve Whittington breaks down why this gap exists, who the Growth Table is built for, and how to calculate whether joining is worth the investment.

Read the full article here: https://hubs.li/Q04hcQ6Z0

If you are a B2B revenue leader ready to stop navigating growth alone, seats are limited: https://hubs.li/Q04hclNN0

When do deals actually stall? Usually much earlier than sales teams realize. A lot of opportunities continue moving thro...
05/14/2026

When do deals actually stall?

Usually much earlier than sales teams realize.

A lot of opportunities continue moving through the pipeline long after the underlying issues should have been challenged more directly.

The buyer stays engaged, meetings continue, and the opportunity appears healthy, but important concerns, hesitation, and decision criteria never fully surface during the process.

That creates false momentum inside the pipeline.

Forecasts become inflated, qualification weakens, and sales teams spend months managing opportunities that weren’t moving toward a decision.

In this article, Steve Whittington shares some of the biggest insights from his conversation on The Driving Growth podcast with Yael Morris, CEO of Decode Insights, whose team speaks directly with buyers after the deal to understand what influenced the outcome and where the sales process started to break down.

The article explores:

🔹 Why sales teams mistake activity for progress
🔹 How “pitch slapping” weakens discovery
🔹 Why customer understanding affects qualification and pipeline health
🔹 What sales teams should challenge much earlier in the process

Read the full article here: https://hubs.li/Q04gG1r40

05/12/2026

The Role of Customer Understanding in Sales

Customer understanding shows up in every part of a deal.

It drives how discovery is run, how the problem is defined, and how value is communicated.

In this episode of Driving Growth, Steve Whittington sits down with Yael Morris, CEO, Decode Insights, to talk through why that level of understanding is so critical to getting a deal to a decision.

When it’s there, conversations move forward with purpose and the buyer can see a clear path.

When it’s not, deals keep moving, but no one is any closer to a decision.

That’s the part most teams never get visibility into.

And it’s usually why deals sit in the pipeline longer than they should.

Listen to the full episode here: https://hubs.li/Q04fZnt10

05/08/2026

Disqualification doesn’t get talked about enough in sales.

A deal shows interest, gets into the pipeline, and from there it’s carried forward without anyone really confirming how a decision will get made.

In this episode of Driving Growth, Steve Whittington sits down with Yael Morris, CEO, Decode Insights, to get into what’s happening inside those deals.

Her work comes from going back to buyers after the deal and understanding what held things up, what was missing, and what never got addressed.

That’s the gap most teams are operating with.

Close it, and your pipeline starts to reflect what’s real. Ignore it, and you keep carrying deals that were never going to close.

Listen to the full episode here: https://hubs.li/Q04fZczK0

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18166 102 Avenue NW
Edmonton, AB
T5S1S7

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Friday 9am - 5pm

Telephone

+15874106842

Website

https://www.roadmapagency.com/podcasts

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