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.

In This Month's Roundup from Roadmap:Look Inside Your Accounts Before You Chase the Next Deal →A new deal starts from no...
08/31/2026

In This Month's Roundup from Roadmap:

Look Inside Your Accounts Before You Chase the Next Deal →
A new deal starts from nothing. An account you've already won comes with a relationship, revenue already coming in, and proof you can deliver. Steve lays out the math behind resourcing account management properly, plus the account plan that catches revenue risk before it is gone for good.

Put AI to Work Across Your Business →
Plenty of teams have AI tools scattered across the business with no plan behind them. This month's newsletter highlights what a properly built AI system looks like, plus the new AI Use & Readiness Assessment, now open to new and existing clients.

New Podcast Episodes →
→ How to Fix a Broken CRM (Before You Add AI)
CRM implementations fail more than half the time. Steve covers how to fix adoption before layering on AI.

→ What Does It Cost to Grow? Do The Math
Steve explains the three ratios that reveal whether your revenue system funds growth or bleeds cash.

📩 Read the full newsletter for a closer look at where revenue is hiding in your existing accounts and how to put AI to work with a plan behind it.

🔗 https://hubs.li/Q04vqN5y0

Thinking about adding AI to your CRM? Slow down.In this new article, Steve Whittington and Roadmap's HubSpot specialist ...
08/28/2026

Thinking about adding AI to your CRM? Slow down.

In this new article, Steve Whittington and Roadmap's HubSpot specialist Sharlene Reimer break down why CRM implementations fail more than half the time, and what has to be true before AI tools built on top of that system are reliable.

The piece covers:

🔹 The real reasons CRM adoption fails (it's not the platform)
🔹 Why quick wins beat big rollouts
🔹 The three-month adoption curve every team goes through
🔹 What your data needs to look like before AI delivers real value

📖 Read the full article: https://hubs.ly/Q04vyz-70

08/27/2026

How much revenue will your existing book of business produce next year if nobody does anything differently?

You already have the numbers to answer it.

◆ Start with your existing book of business
◆ Apply the expansion rate your P&L has been showing year over year
◆ That gives you what the book of business produces on its own
◆ The difference between that number and your target is what new business has to cover

From there you work out how much pipeline it takes to land those accounts, and which motions are producing enough opportunities to fill it.

Most whiteboard targets skip all of it.

Last year's revenue, a growth percentage someone picked, and a sales team told to go hit it.

Then the year unfolds and leadership talks about effort when the answer was arithmetic all along.

The effects show up in familiar places:

◆ A company celebrating 8% growth on a territory that could produce several times that
◆ Accounts going dormant and getting backfilled without anyone asking why they left
◆ Marketing spend flowing into motions nobody has measured against what they return

On the next episode of our podcast, Driving Growth, Steve Whittington works through that math.

It releases September 2 as part two of a series.

Part one covers the cost of growth, the cost of retention, and whether your book of business is expanding or contracting.

Start there:
https://hubs.li/Q04v8wcX0

Twenty cents on the dollar, or a dollar forty. Do you know which one you are?That number is your cost of growth, and it ...
08/26/2026

Twenty cents on the dollar, or a dollar forty. Do you know which one you are?

That number is your cost of growth, and it tells you whether your revenue system is funding growth or draining it.

Very few B2B companies have ever calculated it.

In Steve Whittington's latest article, based on the Driving Growth podcast, he walks through the three components that make up the unit economics of a revenue system:

Cost of growth tells you whether your revenue factory funds its own growth or works against it.

Cost of retention tells you what it costs to hold onto the business you already have.

Your expansion or contraction ratio tells you whether your existing accounts are growing or shrinking.

The article includes the formulas for all three, along with customer acquisition cost, payback period, and the 3-to-1 lifetime value benchmark.

Work through all three, and you stop having a sales problem where targets get missed for reasons nobody can name.

You start having a math problem, and math problems can be solved.

Check it out:
https://hubs.li/Q04v8wG-0

The Growth You're Chasing Might Already Be Yours, If You Don't Lose It FirstMany B2B companies are hunting for new busin...
08/25/2026

The Growth You're Chasing Might Already Be Yours, If You Don't Lose It First

Many B2B companies are hunting for new business while the accounts they've already won are doing two things at once: losing ground without anyone noticing, and and holding growth potential that nobody's tracking.

Steve Whittington's latest article breaks down why both go unmanaged in traditional B2B companies, and the account management plan that protects what you have while finding where to grow the business.

Inside the article:

➡️ Why traditional B2B companies don't get the built-in warning signs subscription businesses do
➡️ What belongs in an account management plan, for both retention and expansion
➡️ The math that shows whether an account is being properly managed, or is about to become a loss you didn't see coming

Read the full article: https://hubs.li/Q04v7d4W0

08/21/2026

Which of These Three Numbers Would Surprise You Most?

Cost of growth, cost of retention, or how much of your revenue comes from your best accounts?

Calculate all three, and one of them tends to catch people off guard.

➡️ Cost of growth comes in higher than expected
➡️ Cost of retention, if it's ever been calculated at all, comes in far lower than assumed
➡️ The accounts carrying the business turn out to be a much smaller group than anyone guessed

Steve Whittington explains why that surprise is a good sign, and what to do with it, in part one of a new two-part series on the mathematical models behind sustainable B2B growth.

So, which one do you think would surprise you?

Episode is available now: https://hubs.li/Q04tyGtH0

08/20/2026

Which 20% of Your Accounts Are Driving 80% of Your Revenue?

Most sales teams manage every account with the same process, regardless of size or value. A few signs that might be happening in yours:

➡️ Every account gets the same follow-up cadence, no matter the size of the relationship
➡️ Time and attention go to whichever account is loudest, not whichever is most valuable
➡️ Nobody can name the accounts actually carrying the majority of revenue

Account tiering fixes this. Rank every account by fit and revenue bands, and sort into three groups:

✅ Tier 1: highest revenue, deepest relationships, largest future value
✅ Tier 2: steady and reliable now, with room to grow into Tier 1
✅ Tier 3: passive or transactional, mostly one-off business

Run this on a $15 to $20 million B2B book of business, and it usually plays out the same way: roughly 20 accounts sit in Tier 1 and Tier 2, and they carry 80% of total revenue.

Once you know which accounts those are, resourcing decisions stop being guesswork.

Steve Whittington walks through the full tiering model in part one of a new two-part series on the Driving Growth podcast, available now: https://hubs.li/Q04tyC5p0

08/19/2026

Your Growth Target Is a Guess Unless These Three Numbers Back It Up

Most growth targets are built on one number: last year's total, plus a percentage.

That number does not tell you what growth costs, what retention costs, or whether your existing accounts are expanding or shrinking.

Roadmap's Revenue Factory framework, the system behind sustainable B2B growth, puts a number to each of those questions instead:

→ Cost of growth, measured as a ratio against gross margin

→ Cost of retention, tracked separately since it is rarely the same as acquisition cost

→ An expansion or contraction ratio, showing where your existing book of business is heading before the year ends

Three numbers. Each one is calculable. Each one is actionable.

Stop wasting time planning on guesses and start building a model you can defend. Whittington breaks down the full model in part one of a new two-part series on the Driving Growth podcast, live now.

Check it out: https://hubs.li/Q04tytP10

08/17/2026

You built the business. Let's see how it's running.

We're continuing our research into how B2B companies are built for growth, and this year we've expanded the Go-To-Market Readiness Index to include AI readiness alongside the core benchmarks.

Same goal as always: find out what's driving results for B2B teams and where the gaps are.

So far, the average Go-To-Market readiness score across B2B companies sits at 31%. That means most teams are running on effort, not process.

The Index benchmarks your business across strategy, metrics, sales process, technology, and customer retention, plus AI readiness. You'll see exactly where you're strong and where the gaps are costing you growth.

It's free. and you get a personalized benchmark report and a one-on-one call to walk through your results.

Where does your team stand?

Learn more and find out here: https://hubs.li/Q04sZjQv0

08/13/2026

A Growth Target Without a Price Tag Is a Guess

Setting next year's revenue target takes an afternoon.

Pricing out what it costs to hit that target takes a mathematical model few B2B companies have built.

That means adding up total acquisition costs, dividing by gross margin, and turning the result into a single ratio you can act on.

Skip that step, and it's not a forecast.

It's Forecast_FINAL_v3.xlsx, untouched since Q2 2019.

Steve Whittington lays out the model in a new two-part series on the Driving Growth podcast, launching next Wednesday.

He details the exact calculation for the cost of growth, the ratio that tells you whether your revenue factory is funding itself or bleeding cash.

Follow the show so you don't miss part one (or two): https://hubs.li/Q04sFHmz0

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18166 102 Avenue NW
Edmonton, AB
T5S1S7

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Tuesday 9am - 5pm
Wednesday 9am - 5pm
Thursday 9am - 5pm
Friday 9am - 5pm

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