Driving Growth: The Go-To-Market Podcast

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...

AI isn’t the future of sales, it’s happening right now. In this solo episode of Driving Growth, host Steve Whittington breaks down the five foundational AI plays every B2B sales team should be using today. From lead profiling and AI-powered call recaps to proposal creation, email drafting, and deal analysis inside CRMs, Steve shares practical ways to accelerate pipelines, reduce workload, and clos...

In this episode of Driving Growth, Steve Whittington sits down with veteran sales leader Lenny Andrichuk to explore the human side of sales. From his early days selling newspapers to decades of building business development in engineering, Lenny shares timeless lessons on why trust, authenticity, and genuine connection matter more than quick wins. He unpacks how long-term contracts are built on re...

Welcome to a special bonus edition of the Driving Growth podcast. In this guest appearance, Steve Whittington talks about growth strategies, go-to-market systems and work life balance with E-coffee with Experts. From riding the dot-com wave (and crash) to running two successful businesses today, Steve breaks down what actually works when it comes to growing a B2B company. He shares why most sales...

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 met...

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...

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 pract...