In this episode of Driving Growth, host Steve Whittington breaks down the power of a demand generation map and why every B2B company needs one. He explains how mapping your customer journey helps you create, capture, and nurture demand more efficiently while aligning marketing and sales into a single system. From understanding your buyers and reducing leaks in your funnel to tracking the right metrics and shortening deal velocity, Steve shows how a demand generation map becomes the GPS for pr...
Shannon Harvard, VP of Sales at Overstory Media Group, joins host Steve Whittington to discuss what it takes to build a go-to-market system from the ground up. Shannon shares lessons from her corporate media background and how she applied them in the startup world, from establishing KPIs and sales infrastructure to navigating crises with resilience. She also dives into the importance of authentic leadership, empowering teams in hybrid environments, and using transparent data systems to drive ...
Host Steve Whittington breaks down the art of the discovery call, showing why it’s the most critical step in building a predictable revenue system. In this solo episode, Steve walks through how to prepare with research, use the ACE framework (Agenda, Confirm, Expectations) to structure conversations, and apply active listening and playbooks to uncover true customer needs. He also shares best practices for documenting and closing calls with clear next steps, turning discovery into a repeatable...
Sales leader and author Leslie Venetz joins host Steve Whittington to share her proven strategies for outbound sales success. In this episode, Leslie unpacks the critical role of active listening, how to shift from product-centric to outcome-focused messaging, and what it takes to build a repeatable revenue pipeline. She also discusses how to foster trust-based sales cultures, why cold calling still works, and key takeaways from her new book Profit Generating Pipeline. Whether you're leading ...
In this episode of Driving Growth, Steve Whittington dives into one of the most overlooked growth levers in B2B: account management. Learn how to tier your accounts, create actionable account plans, and operationalize your customer retention and expansion strategies. Whether you're managing a dealer network, running a professional services firm, or building a go-to-market system for your manufacturing business, this episode outlines the step-by-step process for transforming your post-sale app...
In this episode of Driving Growth, host Steve Whittington sits down with Brett Schmidt, CEO and co-founder of CORR Grain, to explore how a Saskatchewan-based startup became a major force in Western Canada’s agriculture sector. Brett shares how deep customer listening, a strong internal culture, and CRM adoption helped CORR Grain scale sustainably. Tune in to hear real-world insights on account management, customer retention, and building a data-driven go-to-market system in a traditional B2B ...
In this episode of Driving Growth, Steve Whittington unpacks how implementing a weekly sales scorecard can transform your B2B team's performance. Learn why most teams miss revenue targets—not due to lack of effort, but lack of clarity on leading indicators—and how to fix it with a mathematical model, regular measurement, and a system-driven culture. If you're ready to turn your business into a revenue factory, this episode is your blueprint. Download the Revenue Factory Toolkit at weareroadma...
Chad Jones shares the journey from working at Apple to founding Push Interactions, a custom app development firm. He reflects on the pivotal role of brand positioning, evolving sales strategies, and learning the hard truths of go-to-market execution. Chad opens up about transitioning from founder-led sales, the missteps in hiring, and how aligning with the right clients has led to their most successful year yet. Download the Revenue Factory Toolkit at weareroadmap.com/podcast and start turnin...
In this episode of Driving Growth, host Steve Whittington breaks down the essential components of a scalable, inspectable B2B sales process. Learn how to align your sales process with your revenue model, choose the right sales model, integrate sales methodologies, and design buyer-centric stages that drive results. Steve also explains the power of sales collateral, CRM integration, and how to strategically apply force and friction to accelerate deal velocity. Whether you're selling through ch...
In this episode of Driving Growth, Steve Whittington sits down with Sam Jenkins, Managing Partner at Punchcard Systems and CEO & Co-Founder of Standard Field Systems. Sam shares his journey from hands-on technologist to entrepreneur and thought leader, building service and product-based tech companies with a focus on long-term sustainability, leadership development, and scalable systems. They discuss how Punchcard Systems is evolving from a professional services firm into a systematized,...
To grow your business by 30–40%, focus on doubling down on your Tier 1 clients — the ones who buy the most and work best with you. In this episode, Steve Whittington dives deep into a foundational part of any go-to-market system: customer understanding, identifying your Ideal Customer Profile (ICP) and the key personas within it. You’ll learn how to segment your existing customers by revenue tiers, define firmographic and psychographic traits of your ideal clients, and map out the buying comm...
In this episode of Driving Growth, host Steve Waddington sits down with Robbie Butchart, Chief Revenue Officer at Launchcode and VP of Sales at Patronscout, to discuss what it takes to build a predictable revenue engine. Robbie shares insights from his 20+ years in B2B sales and business growth, covering topics like go-to-market strategies, breaking down silos, aligning teams around revenue, and leveraging AI for sales enablement. Whether you're scaling a startup or optimizing an established ...
In this episode of Driving Growth, we break down the two essential motions every business needs for sustainable revenue growth: acquisition and retention/expansion. Learn how to use mathematical models to forecast growth, determine your cost of growth, and optimize your sales and marketing tactics for maximum efficiency. Whether you're evaluating trade shows, inbound marketing, or outbound sales, this episode will help you make data-driven decisions to scale your business effectively. Tune in...
What does it take to build a predictable revenue engine? In this episode of Driving Growth, host Steve Whittington sits down with sales and media executive George Leith to break down the science behind successful go-to-market systems. George shares his insights on why sales is more about data than luck, how traditional businesses can adapt to digital transformation, and the critical role of structured customer and sales data. He also dives into performance metrics, competency assessments, an...
Most B2B teams lack a clear go-to-market strategy, relying on guesswork instead of data-driven forecasting. In this episode of Driving Growth, host Steve Whittington breaks down how to turn a "hopecast" into a real forecast using mathematical models. He explores the key components of a scalable revenue strategy, including revenue models, data models, and go-to-market motions. Plus, he introduces the critical metric every CEO and CFO must understand and how to calculate it. Tune in to learn ho...
Are your forecasts more of a hopecast instead of something predictable that you can bank your business upon? Then the new podcast Driving Growth by Roadmap is for you. This is a podcast for CEOs, CFOs, VP of marketing, VP of sales that want to learn how to implement a go to market system. Take your hopecast and turn it into a concrete forecast. Download the Revenue Factory Toolkit at weareroadmap.com/podcast and start turning your forecasts into predictable growth! Subscribe today wherever y...