Driving Growth: The Go-To-Market Podcast

Roadmap Agency
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Exploring and unpacking the combined sales and marketing motions, tactics and metrics that create results for traditional B2B businesses. Hosted by Steve Whittington and  presented by Roadmap Agency.

  1. Sep 2

    6 Numbers Every B2B Revenue Leader Must Model (Part 2)

    Sales forecasting for B2B teams starts with math, not hope. Steve Whittington breaks down the revenue bridge that turns last year's number and a whiteboard target into an engineered plan your team can actually execute. In part two of the Revenue Factory mathematical modeling series, Steve walks through how to combine your expansion rate, book of business, win rate, sales velocity, and average deal size into a top-down, bottom-up forecast. Then he shows how to cascade that number into pipeline coverage, marketing qualified lead volume, and per-motion efficiency — so every gap becomes a specific math problem with a specific fix. In this episode: • How to build a revenue bridge from existing book of business to annual target using expansion rate and account tiers • Using win rate, sales velocity, and average transaction size to calculate required pipeline coverage per quarter • Waterfall math for marketing qualified leads, conversion rates, and per-motion efficiency (trade shows vs. paid ads) • Why trade show leads may outperform Google Ads — and how to spot inefficient acquisition motions • How to translate all six revenue factory components into a simple scorecard your BD team can act on Monday morning Download the Revenue Factory Toolkit at roadmapagency.com/podcast and start turning your forecasts into predictable growth! Subscribe today wherever you get your podcasts. New episodes are available on the first and third Wednesday of each month. LinkedIn: linkedin.com/company/weareroadmap/ Instagram: instagram.com/weareroadmap/ Facebook: facebook.com/weareroadmap YouTube: youtube.com/@roadmapagency Driving Growth is produced by Morreale Digital. Follow Steve Whittington on LinkedIn: https://www.linkedin.com/in/sbwhittington/

  2. Aug 19

    What Does it Actually Cost You to Grow? Do the Math

    Steve Whittington breaks down the three ratios that reveal whether your revenue system funds growth or bleeds cash. In part one of this two-part series, Steve Whittington, President of Roadmap, walks through the unit economics that sit underneath every revenue decision in a traditional B2B business. If you run a manufacturer, distributor, dealer, or professional services firm in the $5M–$55M range and set next year's targets by adding a percentage to last year's number, this episode is the reset. Steve calls that a "hope cast" — and shows you how to replace it with math. In this episode: • How to calculate your true cost of growth ratio (total acquisition costs divided by gross margin) and why anything under 100% means your growth is actually funding itself • The full customer acquisition cost formula — including sales salaries, commissions, CRM software, trade shows, and association memberships most operators forget to count • Customer acquisition cost payback period and the 3:1 LTV-to-CAC benchmark that separates sustainable growth models from unsustainable ones • Why cost of retention is almost always invisible in traditional B2B, and how to split shared costs like trade shows between acquisition and retention • How to tier your book of business into strategic, growth, and transactional accounts — and why 20% of customers almost always drive 80% of revenue • The expansion vs. contraction ratio math that forecasts where your book is heading before the year ends Subscribe to Driving Growth wherever you get your podcasts — new episodes drop the first and third Wednesday of every month. Part two lands next. Download the Revenue Factory Toolkit at roadmapagency.com/podcast and start turning your forecasts into predictable growth! Subscribe today wherever you get your podcasts. New episodes are available on the first and third Wednesday of each month. LinkedIn: linkedin.com/company/weareroadmap/ Instagram: instagram.com/weareroadmap/ Facebook: facebook.com/weareroadmap YouTube: youtube.com/@roadmapagency Driving Growth is produced by Morreale Digital. Follow Steve Whittington on LinkedIn: https://www.linkedin.com/in/sbwhittington/

  3. Aug 5

    How to Fix a Broken CRM

    CRM implementations fail more than half the time. Here's how B2B revenue leaders fix adoption before layering on AI. Sharlene Reimer, HubSpot specialist at Roadmap, joins Steve Whittington for a masterclass on why most CRMs become expensive digital filing cabinets — and what it actually takes to turn a system of record into a system of action. If your pipeline is fiction, your data is incomplete, and your team is quietly avoiding the platform, this episode is the reset you need before you invest another dollar in AI tooling. Sharlene has implemented CRMs across dozens of B2B companies, and she's blunt about what she walks into: siloed teams, undocumented processes, and CEOs who treat the CRM like a checkbox instead of a growth engine. She breaks down the crawl-walk-run sequence that gets sales reps to actually use the system, why quick wins beat big rollouts, and the exact foundation your data needs before AI features like meeting summaries and next-step recommendations become reliable. In this episode: - Why more than 50% of CRM implementations fail — and the process, people, and culture issues behind it- How to map your customer journey and document current sales processes before touching the tech - The 3-month adoption curve every team goes through and how to protect it with quick wins- Why an internal CRM champion matters more than the platform you choose - What your HubSpot or Salesforce data must look like before AI tools deliver real ROI - The pain-point list exercise any revenue leader can run this week to diagnose a broken CRM Sharlene Reimer is the HubSpot specialist at Roadmap, where she builds CRM systems, workflows, and reporting that revenue teams actually adopt. Find her on LinkedIn for practical tips on turning your CRM into a system of action. Download the Revenue Factory Toolkit at roadmapagency.com/podcast and start turning your forecasts into predictable growth! Subscribe today wherever you get your podcasts. New episodes are available on the first and third Wednesday of each month. LinkedIn: linkedin.com/company/weareroadmap/ Instagram: instagram.com/weareroadmap/ Facebook: facebook.com/weareroadmap YouTube: youtube.com/@roadmapagency Driving Growth is produced by Morreale Digital. Follow Steve Whittington on LinkedIn: https://www.linkedin.com/in/sbwhittington/

  4. Jul 15

    Is Your Brand Costing You Sales Productivity?

    B2B brand positioning is where most revenue leaks start. Roadmap’s Jennifer Thompson breaks down why sameness kills deals and how to build differentiation your sales team can actually sell on. Jennifer Thompson leads brand strategy at Roadmap, where she helps B2B companies move past generic claims like 'best-in-class service' and 'trusted partner' into positioning that actually moves pipeline. In this conversation with host Steve Whittington, she unpacks why most B2B websites sound identical, what that sameness costs you in sales productivity, and the exact process to uncover the differentiation already hiding inside your business. If your reps are working twice as hard to explain what makes you different — or worse, defaulting to price — this episode gives you the framework to fix it. In this episode: - Why B2B companies all sound the same (and why price becomes the only lever left)- The customer interview questions that reveal your real positioning - How to map customer pain points to product benefits and outcomes - Why 'positioning by committee' dilutes your brand into nothing - The difference between personality traits and a defensible competitive position - A real logistics company case study: moving from 'we communicate well' to 'we reduce risk through communication' - The two questions every revenue leader should ask their three best customers this week Jennifer Thompson is the brand strategy lead at Roadmap, where she helps B2B companies build commercial positioning that drives revenue — not logos and color palettes.  Connect with her on LinkedIn: https://www.linkedin.com/in/jennifer-thompson-a5399446/  Download the Revenue Factory Toolkit at roadmapagency.com/podcast and start turning your forecasts into predictable growth! Subscribe today wherever you get your podcasts. New episodes are available on the first and third Wednesday of each month. LinkedIn: linkedin.com/company/weareroadmap/ Instagram: instagram.com/weareroadmap/ Facebook: facebook.com/weareroadmap YouTube: youtube.com/@roadmapagency Driving Growth is produced by Morreale Digital. Follow Steve Whittington on LinkedIn: https://www.linkedin.com/in/sbwhittington/

  5. Jun 30

    How a Catering Company Doubled Revenue with Sales Systems

    Marie Galeana, revenue leader at Sky + Table in Lethbridge, shares how she transformed a catering and events company from hope-casting forecasts to a data-driven revenue machine. Starting in 2021 with no formal systems, Marie built out a comprehensive scorecard and CRM infrastructure that now enables her to forecast revenue a year out and manage her business with weekly discipline. Her story demonstrates that engineering predictable revenue isn't just for enterprise—it works in seasonal, relationship-driven markets too. Key takeaways: Transforming from hopecasting to data-driven forecasting enables revenue leaders to predict quarterly closures to the dollar and identify exactly what pipeline activities their team must execute weekly. Implementing a mathematical model that connects inquiry volume, close rates, and revenue targets by customer segment and venue allows seasonal, relationship-driven businesses like catering to forecast 12-18 months ahead with precision. Weekly scorecard discipline cascading to biweekly team reviews creates transparency and accountability that motivates teams, eliminates blame, and shifts conversations from "grab any business" to "strategically close the right business to hit targets." go to market system revenue forecasting sales scorecard crm implementation predictable revenue pipeline management sales metrics seasonal business forecasting revenue leadership catering sales strategy b2b growth systems closing rate optimization Download the Revenue Factory Toolkit at roadmapagency.com/podcast and start turning your forecasts into predictable growth! Subscribe today wherever you get your podcasts. New episodes are available on the first and third Wednesday of each month. LinkedIn: linkedin.com/company/weareroadmap/ Instagram: instagram.com/weareroadmap/ Facebook: facebook.com/weareroadmap YouTube: youtube.com/@roadmapagency Driving Growth is produced by Morreale Digital. Follow Steve Whittington on LinkedIn: https://www.linkedin.com/in/sbwhittington/

  6. Jun 17

    B2B Sales Tech Stack: 5 Layers for Predictable Revenue

    B2B sales tech stack architecture — the 5 connected layers traditional B2B companies need to turn pipeline guesswork into predictable revenue. Host Steve Whittington, President of Roadmap, walks through the full framework solo: why your CRM is the operating system (not a contact database), and how every layer above it — intelligence, engagement, enablement, and visibility — has to feed into or draw from that foundation. If your pipeline reviews sound more like stories than numbers, this episode is the audit you've been avoiding. Steve breaks down what each layer of a modern B2B sales tech stack actually needs to do, the tools that matter at each level, and the four mistakes that quietly sabotage growth — including buying tools before defining process and skipping straight to reporting on empty pipelines. In this episode: - Why CRM adoption below 80% means your forecast is fiction- The five layers of a modern B2B sales tech stack and how they connect- Data enrichment and intent tools that turn cold lists into targeted outreach- How conversation intelligence platforms like Gong shorten sales cycles- The four most common sales tech stack mistakes and how to avoid them- Three audit questions to pressure-test your current stack today Steve Whittington is President of Roadmap, a builder of go-to-market systems for traditional B2B companies. Find the Revenue Factory Toolkit and the Go-to-Market Readiness Index at roadmapagency.com. Subscribe wherever you get your podcasts — new episodes drop the first and third Wednesday of every month. If this was valuable, share it with a revenue leader who needs it. Download the Revenue Factory Toolkit at roadmapagency.com/podcast and start turning your forecasts into predictable growth! Subscribe today wherever you get your podcasts. New episodes are available on the first and third Wednesday of each month. LinkedIn: linkedin.com/company/weareroadmap/ Instagram: instagram.com/weareroadmap/ Facebook: facebook.com/weareroadmap YouTube: youtube.com/@roadmapagency Driving Growth is produced by Morreale Digital. Follow Steve Whittington on LinkedIn: https://www.linkedin.com/in/sbwhittington/

  7. Jun 3

    5 Lessons From Bootstrapping a Biological AgTech Company

    How to scale an agtech startup from 50 acres to 500,000 — Joshua Day Chief on bootstrapping biological products, surviving a failed wholesale channel, and rebuilding a sales motion around deep customer understanding. Joshua Day Chief, CEO of AdvancedAg, joins Steve Whittington to unpack the 20-year journey of a family-owned biological technology company that uses microbes to improve soil health and nutrient cycling for farmers. From a 2001 pivot out of water treatment, to a 2015 entry into Canadian agriculture with zero local research, to scaling past half a million acres across Western Canada — Joshua shares the unvarnished story of what worked, what didn't, and what nearly sank the business. In this episode: - Why deep customer listening beats product pitching in the first three years - How a wholesale and retail channel deal locked AdvancedAg into a 6-year mistake - The biological products education gap that's reshaping fertilizer and chemical sales - Why founder-led sales becomes a scaling ceiling — and how to protect culture as you hire out of it - The case for bootstrapping and selling before chasing venture capital in agtech- How third-party replicated research validated the technology internally before it convinced growers Joshua Day Chief is the CEO of AdvancedAg, a Raymond, Alberta-based biological technology company serving farmers across Western Canada and expanding into Ontario, BC, and international markets. Learn more at https://www.advancedag.ca/ or connect with Joshua on LinkedIn. If this episode helped you think differently about building a revenue system, subscribe to Driving Growth wherever you listen and download the Revenue Factory Toolkit at roadmapagency.com/podcast. Driving Growth is produced by Morreale Digital. Follow Steve Whittington on LinkedIn: https://www.linkedin.com/in/sbwhittington/ Download the Revenue Factory Toolkit at roadmapagency.com/podcast and start turning your forecasts into predictable growth! Subscribe today wherever you get your podcasts. New episodes are available on the first and third Wednesday of each month. LinkedIn: linkedin.com/company/weareroadmap/ Instagram: instagram.com/weareroadmap/ Facebook: facebook.com/weareroadmap YouTube: youtube.com/@roadmapagency Driving Growth is produced by Morreale Digital. Follow Steve Whittington on LinkedIn: https://www.linkedin.com/in/sbwhittington/

  8. May 20

    The Revenue Factory: Engineering Predictable B2B Growth

    Is your B2B revenue predictable, or is it an accident? In this episode of Driving Growth, host Steve Whittington breaks down the "Revenue Factory"—a complete go-to-market system designed to turn traditional B2B companies into engineered revenue machines. If you’ve ever complained that andquot;reps aren’t closingandquot; or andquot;forecasts are always off,andquot; Steve explains why these aren't separate problems, but symptoms of a broken system.This episode is for B2B presidents and revenue leaders who are tired of "hero selling" and ready for a scalable infrastructure. You’ll learn how to align sales, marketing, and customer success under a single unified plan, the mathematical difference between a forecast and a "hope-cast," and the exact weekly cadence required to keep the gears turning. Download the Revenue Factory Toolkit at roadmapagency.com/podcast and start turning your forecasts into predictable growth! Subscribe today wherever you get your podcasts. New episodes are available on the first and third Wednesday of each month. LinkedIn: linkedin.com/company/weareroadmap/ Instagram: instagram.com/weareroadmap/ Facebook: facebook.com/weareroadmap YouTube: youtube.com/@roadmapagency Driving Growth is produced by Morreale Digital. Follow Steve Whittington on LinkedIn: https://www.linkedin.com/in/sbwhittington/

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Exploring and unpacking the combined sales and marketing motions, tactics and metrics that create results for traditional B2B businesses. Hosted by Steve Whittington and  presented by Roadmap Agency.

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