Driving Growth: The Go-To-Market Podcast

B2B website not generating leads? Shayne Serediuk breaks down how to turn a digital brochure into a revenue asset without an expensive redesign.
Most B2B websites look fine but produce almost nothing. Leadership treats a redesign as a marketing checkbox — new photos, new colors — then wonders why 18 months later the site still hasn't produced a qualified lead. In this conversation, Shane Sarah Duke, Director of Technology at Roadmap, walks through the exact process he uses to diagnose underperforming B2B sites and turn them into pipeline-generating assets connected to your CRM and revenue system.

Host Steve Whittington and Shane cover the foundational work that has to happen before a single pixel gets designed: mapping the tech stack, nailing down the ICP, wireframing the user journey, and setting page-level KPIs. They also share the small fixes — like rewriting one button — that produced a 28% lift in conversions for a real client, and why rewriting copy for the ICP dropped one client's traffic 10% but lifted conversion rate over 58%.

In this episode:
- Why most B2B website redesigns fail before design even starts- The 5-second rule for your homepage and how to pass it- How to audit your site as a customer (and what to look for)
- Connecting website forms to HubSpot and your CRM for true pipeline tracking- Why clear CTAs matter more than clever copy — and the case study behind a 79% homepage bounce rate
- Quick wins vs. full rebuilds: when each one actually makes sense

Shayne Serediuk is the Director of Technology at Roadmap, where he builds B2B websites that connect to CRMs and function as 24/7 salespeople. Reach him at [email protected] or on LinkedIn.

If this episode helped you rethink your website, subscribe to Driving Growth wherever you get your podcasts and leave a review. New episodes drop the first and third Wednesday of every month.

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/

Steve Whittington breaks down the three offers every B2B manufacturer needs to expand their distribution channel: a recruitment offer, a stocking offer, and an end-customer offer. Miss any one of them, and growth stalls.

If you sell through dealers and you're frustrated that your network isn't stocking enough inventory, isn't pushing your product on the floor, or keeps grinding you on price, the problem usually isn't the product. It's that you're asking dealers and end customers to carry all the risk with nothing structured to de-risk the decision. This episode gives you the framework to fix it.

In this episode:
- Why growth through a channel happens in handoffs and where revenue leaks between manufacturer, dealer, and end customer
- How to build a dealer recruitment offer with margin structure, territory protection, onboarding support, and a real performance guarantee
- The stocking offer: addressing cost of capital with floor plan financing, extended terms, rebate tiers, and consignment on slow-movers
- Why one-time signing bonuses don't drive reorders — and what recurring incentives actually keep dealers stocking
- How to build an end-customer offer your dealers can actually sell: warranty, total cost of ownership, proof points, and financing
- The one question to ask your best dealer rep that reveals the offer already working in the market

Steve Whittington is president of Roadmap, a firm that builds go-to-market systems for traditional B2B businesses turning their companies into revenue factories. Learn more and take the Go-to-Market Readiness Index at roadmapagency.com/resources.

Subscribe to Driving Growth wherever you get your podcasts. New episodes drop the first and third Wednesday of every month.

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/

B2B marketing accountability starts when leads stop being the finish line — Melchizedek Animalla shares how he rewired HeatMaster's marketing function from a cost center running vanity-metric campaigns into a co-owner of the revenue plan, with a scorecard tied to pipeline and a seat at the revenue table.

Mel is the Marketing Manager at HeatMaster, a B2B manufacturer selling outdoor heating solutions through a North American dealer network. He walks host Steve Whittington through the exact shift: identifying the disconnect between lead volume and closed revenue, building out a CRM pipeline the sales team could actually see, and moving from being handed a number to helping build the number with the CEO and sales manager.

In this episode:
- Why lead count and cost-per-lead are vanity metrics that don't move the bottom dollar
- How to rebuild a marketing scorecard around pipeline stages, lead quality, and dealer conversion
- The mindset shift from 'we brought the lead in, our job is done' to owning the handoff to close
- Working backwards from a revenue target instead of having a number tossed at you
- The 'forecasting vs. hope-casting' question every marketing manager should ask weekly
- How marketing managers can earn a seat at the revenue table without waiting for permission

Mel Anomala is the Marketing Manager at HeatMaster, where he partners with sales and the dealer network to drive predictable revenue growth. Learn more at https://heatmasterss.com/.

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/

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/

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/

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/

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/

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/

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/

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/