Roadmap
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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
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
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
05/14/2026
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
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18166 102 Avenue NW
Edmonton, AB
T5S1S7
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| Monday | 9am - 5pm |
| Tuesday | 9am - 5pm |
| Wednesday | 9am - 5pm |
| Thursday | 9am - 5pm |
| Friday | 9am - 5pm |
