Roadmap
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We help traditional B2B companies grow with clarity and confidence. When growth stalls, we restart the revenue engine. Clarity, process, and ex*****on.
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
The One Thing You Cannot Win Back: Trust
AdvancedAg entered Canadian agriculture in 2015 with no local research and a small plot of peas in Schuler, Alberta.
Today their biological technology products are used by farmers across over half a million acres in Western Canada.
CEO Joshua Day Chief puts it plainly: if you lose trust with farmers early on, you will not get it back.
It is a principle that applies across every B2B market where buyers talk to each other and word travels.
Hear the full conversation with Joshua on Season 2 Episode 11 of Driving Growth: https://hubs.li/Q04jZW4p0
Deep customer understanding is not something you do once at the start.
It is the work that never stops.
Joshua Day Chief, CEO of AdvancedAg, puts it plainly: you are not there to tell your customers what to do. You are there to listen and find their pain points.
His view: the market shifts constantly, and the founders who keep listening are the ones who can keep up.
Hear the full conversation in Season 2 Episode 11 of Driving Growth: https://hubs.li/Q04jY2gV0
Most founders treat capital as the starting line.
Joshua Day Chief, CEO of AdvancedAg, treated sales as the starting line instead, and scaled to over half a million acres across Western Canada without chasing VC money first.
His lesson: selling before raising gives founders boots-on-the-ground market knowledge and the leverage to negotiate from strength, not desperation.
It is a principle that applies well beyond agtech.
Hear the full story on Season 2 Episode 11 of Driving Growth. https://hubs.li/Q04jXVPF0
06/02/2026
Roadmap is heading to Saskatoon this June for UNITE 2026 — the Agricultural Manufacturers of Canada's annual convention and trade show, June 9–11 at the Delta Saskatoon Downtown.
Find us at Booth 45 to explore our GTM Readiness Index, Growth Table peer advisory, and AI-powered GTM services.
Steve Whittington and Christie Hewlko will be on the floor and would love to connect in person!
See you there. 👋
06/01/2026
Most B2B sales organizations are one rep resignation away from a revenue crisis.
When your sales process lives in someone's head, your forecast is a guess, and your sales and marketing teams are working from different plans, growth becomes unpredictable by design.
The Revenue Factory framework changes that.
It is a complete go-to-market system built on six connected components that turn the right accounts into closed revenue, and closed revenue into retained and expanding customers.
The companies that grow predictably are not lucky. They have:
✅ A defined Ideal Customer Profile and buying committee map
✅ A sales process with clear pipeline stages any rep can follow
✅ A math-based forecast built from the bottom up
✅ A unified revenue plan across sales, marketing, and customer success
✅ A connected platform where every tool talks to each other
✅ A weekly operating rhythm that keeps the whole system running
In this article, Steve outlines all six components in detail, including the exact math behind building a forecast that reflects reality.
If your revenue feels harder to predict than it should, start here:
https://hubs.li/Q04jGHj_0
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
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
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
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
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
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18166 102 Avenue NW
Edmonton, AB
T5S1S7
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