Driving Growth: The Go-To-Market Podcast

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...

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 so...

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...

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...

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 incompl...

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...

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 demon...

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 dra...

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 an...

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 thes...

Is your pipeline full of deals in 'purgatory'? Most B2B organizations suffer from stalled deals, slow velocity, and a general lack of trust in their pipeline accuracy. On this episode of Driving Growth, host Steve Whittington sits down with Yael Morris, CEO of Decode Insights, to uncover why deals actually die—and it’s rarely because of the 'budget' or 'timing' reason...

Are you making business decisions based on gut feel or actual data? Many B2B leaders find themselves "hopecasting"—missing quarterly targets by 20% or more because they lack true pipeline visibility.  In this episode, Steve Whittington breaks down the top 10 themes and struggles observed across hundreds of client go-to-market systems. From the "universal" problem of sales and m...

Stop treating tradeshows like a passive expense and start treating them like a revenue engine. In this episode of Driving Growth, host Steve Whittington is joined by Anders Boulanger, founder of Engagify, to dismantle the "build it and they will come" myth that plagues B2B exhibitors. While many companies spend six figures on floor space and freight, they often neglect the one element re...

Most B2B companies waste time and resources on marketing efforts that lack focus—until they realize their campaigns aren't driving revenue. What if your marketing wasn’t just busywork, but a precise engine designed to hit real targets? In this episode, we uncover the simple but powerful framework that transforms scattered activities into a revenue-driving machine. We'll explore how a str...

Marketing isn't about doodles and creativity—it's about science, math, and unit economics. In this special bonus episode of Driving Growth, Steve Whittington joins Alyssa Nulty on The Growth Signal to challenge the common 'creative-first' marketing mindset. If you can’t prove your impact in a spreadsheet, you don't have a go-to-market system; you have a wish list. This epi...

In this episode of Driving Growth, host Steve Whittington engages with Melanie Whittingham, a master networker, to explore the art of networking and its impact on professional growth. They discuss the importance of viewing networking as a community-building exercise rather than a transactional one, the steps to effectively build a network, and the significance of following up to turn conversations...

In this episode of Driving Growth, host Steve Whittington breaks down why most B2B sales plans fail and how revenue leaders can build a plan that actually drives predictable, profitable growth. Drawing on real-world go-to-market experience, Steve walks through the six core components of an effective sales plan — from clear revenue targets and ICP definition to sales motions, metrics, resourcing, a...

In this episode of Driving Growth, host Steve Whittington is joined by Christie Hewlko, lead researcher behind the 2025 Go-To-Market Readiness Index, to unpack what’s really holding traditional B2B companies back from predictable revenue growth. Drawing on insights from nearly 50 organizations, they explore common go-to-market gaps around ICP definition, sales process documentation, CRM adoption,...

In this special roundtable edition of Driving Growth, host Steve Whittington is joined by three seasoned sales leaders — George Leith (AdCellerant), Leslie Venetz (The Sales-Led GTM Agency), and Robbie Butchart (Blackbook. AI) — to debate the future of B2B selling. Together, they unpack what outdated sales tactics must stop, how buyer expectations are shifting, which “old-school” approaches are ma...

In this special kickoff to Season Two, host Steve Whittington and producer Michael Morreale look back at a full year of conversations with top B2B leaders to uncover the five fundamental truths of go-to-market success. Drawing on insights from founders, CEOs, sales innovators, and industry experts, this retrospective episode explores the themes that consistently drive predictable revenue, includin...

Welcome to Season 2 of the Driving Growth Podcast, the show for traditional B2B companies building modern, scalable go-to-market systems. In Season 1, we unpacked the fundamentals of GTM strategy and learned from leaders who shared how their sales and marketing engines matured over time. This season, we’re going deeper and shifting the conversation from plans to performance. You’ll hear practical...

In this episode of Driving Growth, Steve Whittington sits down with go-to-market veteran Kirko Papajanis to unpack 25 years of building revenue systems across technology, enterprise sales, and B2B markets. Kirko shares actionable insights on hiring for humility, defining results-based roles, building data-driven GTM motions, and using research-backed ABM strategies to unlock predictable revenue. T...

In this bonus episode of Driving Growth, Steve Whittington, CEO and strategist, shares his insights on the integration of sales and marketing, the importance of trade shows, and the evolving customer journey. He emphasizes the need for alignment within revenue teams and the role of AI in enhancing productivity. The discussion also covers the significance of customer experience and the necessity of...

In this episode of Driving Growth, host Steve Whittington tackles one of the biggest challenges in B2B sales: the difference between forecasting and “hopecasting.” He breaks down how to move from intuition-driven projections to math-based, measurable forecasting systems built on deal velocity, close rates, and retention data. With practical insights on how to map growth from existing accounts and...

What does it take to grow a manufacturing business across three generations? In this episode of Driving Growth, host Steve Whittington sits down with David Koss, President of Hunter Wire, to explore how customer-centric values, repeatable systems, and account-based growth strategies are shaping the company’s future. David shares lessons from transitioning into leadership, balancing legacy with mod...