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, metrics, customer retention, and sales discipline. This conversation offers practical, low-effort, h...
Feb 04, 2026•19 min•Season 2Ep. 3
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 Together, they unpack what outdated sales tactics must stop, how buyer expectations are shifting, which “old-school” approaches are making a comeback, and what modern sellers must do to build trust and predictable revenue in 2026. From...
Jan 21, 2026•59 min•Season 2Ep. 2
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, including deep customer understanding, specialization, modern sales, team alignment, and people-first leader...
Jan 07, 2026•33 min•Season 2Ep. 1
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 insights on: - Turning sales and marketing plans into a unified revenue plan - Trade shows, networki...
Jan 05, 2026•1 min
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. The conversation also dives into modern AI tools for revenue operations, customer journey audits, and...
Dec 17, 2025•21 min•Ep. 20
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 validating customer journeys to ensure effective marketing strategies. Our special thanks to Anders...
Dec 11, 2025•33 min
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 fill pipeline gaps, Steve shares a clear roadmap to turn revenue goals into predictable outcomes. Do...
Dec 03, 2025•19 min•Ep. 19
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 modernization, and building a value proposition rooted in solutions and relationships. Whether you’re i...
Nov 19, 2025•20 min•Ep. 18
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 close more deals. If your team hasn’t yet embraced these AI basics, this episode is your blueprint for g...
Nov 05, 2025•17 min•Ep. 17
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 relationships, why retention often beats acquisition, and how to reframe sales as creating impact and ...
Oct 15, 2025•19 min•Ep. 16
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 forecasts are just “hope-casts” (you’ll love that term), how to build predictable revenue using math...
Oct 08, 2025•14 min
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 predi...
Oct 01, 2025•20 min•Ep. 15
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 ali...
Sep 17, 2025•20 min•Ep. 14
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 dr...
Sep 03, 2025•16 min•Ep. 13
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 a s...
Aug 20, 2025•25 min•Ep. 12
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 approa...
Aug 06, 2025•25 min•Ep. 11
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 ind...
Jul 16, 2025•23 min•Ep. 10
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 roadmapagency....
Jul 02, 2025•17 min•Ep. 9
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 roadmapagency.com/podcast and start turning ...
Jun 18, 2025•23 min•Ep. 8
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 chann...
Jun 04, 2025•20 min•Ep. 7
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, IP-...
May 21, 2025•23 min•Ep. 6
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 committ...
May 07, 2025•23 min•Ep. 5
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 sal...
Apr 16, 2025•23 min•Ep. 4
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 an...
Apr 02, 2025•12 min•Ep. 3
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, and pr...
Mar 19, 2025•21 min•Ep. 2
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 how t...
Mar 05, 2025•11 min•Ep. 1
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 roadmapagency.com/podcast and start turning your forecasts into predictable growth! Subscribe today wherever you ...
Feb 23, 2025•41 sec
