Who We Are
We exist to help traditional B2B companies grow with clarity and confidence.
Roadmap is a sales and marketing agency built to serve small and mid-sized companies that are ready to scale. We create go-to-market systems that drive consistent, measurable revenue growth. Our work combines business strategy, marketing and sales planning, customer experience, and technology to help you build a foundation for long-term success.
Our Story
We are a team of growth professionals raised in small-town Manitoba, now working across Western Canada. Our roots shaped how we show up: honest, hardworking, curious, and committed.
Our team brings deep experience across executive leadership, startups, in-house marketing, and agency delivery. We have led sales and marketing for manufacturers, national retailers, professional service firms, and more. We have seen what works, and we know how to fix what doesn’t.
We started Roadmap because we believe traditional businesses deserve better. Better planning. Better tools. Better support. We exist to help overlooked and under-resourced companies build systems that enable them to grow with confidence and purpose.
Our Values
Always Improving
We are committed to continual learning. We explore new ideas, integrate new tools (including AI), and challenge ourselves to bring sharper insights and better systems to every client engagement.
Accountable
We deliver what we say we will. We expect high standards from each other and from our clients. We ask tough questions and drive each other to be better, because that is what growth demands.
Integrity in Action
We stand behind our work. We make decisions with your best interest in mind and measure our success by the long-term value we create for your business.
Built on Trust
We believe in partnerships based on trust and mutual respect. Our clients rely on us because we listen carefully, act with professionalism, and stay focused on outcomes.
What Sets Us Apart
01 | Integrated Revenue Team
Roadmap brings together strategy, sales enablement, marketing, and technology into one aligned team. We provide the full set of capabilities needed to build and run your Go-To-Market System, with clear accountability and shared goals across every function.
02 | Built for Execution
We help you implement, operate, and optimize the tools and processes that drive revenue. The plans we create are guided, actionable and designed to work from day one, delivering measurable results and evolving as your business grows.
03 | Growth You Can Measure
Every campaign, decision, and sales motion is grounded in data. We help you build the right mathematical models for your stage of growth, from pipeline health to win rates and forecasting accuracy. The result is faster decision-making, greater control, and a scalable system for growth.
Our Team
We care about small to medium-sized businesses because we are one. We’ve led teams, built systems, and delivered results inside companies just like yours. We know how to align teams, strategy and execution to hit targets, and lead through change, because it’s the work we’ve done for decades and continue to do every day.
Steve Whittington
Strategist, author, and revenue leader. Steve has over 25 years of experience scaling B2B businesses in manufacturing, retail, and professional services. He created the Roadmap Go-To-Market System and leads all strategic planning engagements.
Connect with Steve on LinkedIn.
Shayne Serediuk
Shayne brings over two decades of experience in web development and digital systems. He leads Roadmap’s web infrastructure projects and ensures that your technology supports the Go-To-Market system with precision, scale, and reliability.
Connect with Shayne on LinkedIn.
Julie Serediuk
Julie oversees delivery and client success. With a background in agency ownership and project management, she ensures that every engagement runs on time, on budget, and to spec.
Connect with Julie on LinkedIn.
Nick Verwymeren
Nick is a full-stack developer with expertise in custom web applications, AI tools, and systems integration. He builds digital platforms that are scalable, secure, and aligned with business goals.
Connect with Nick on LinkedIn.
Sharlene Reimer
Sharlene builds digital campaigns that move metrics. With deep expertise in HubSpot, SEO, SEM, and marketing automation, she creates demand generation programs that drive pipeline impact.
Connect with Shar on LinkedIn.
Jennifer Thompson
Jennifer brings over 15 years of experience in marketing and communications. She leads strategic planning and execution across customer experience, inbound campaigns, and performance analytics.
Connect with Jennifer on LinkedIn.
Tanvir Farabi
Tanvir is a certified digital marketer with deep expertise in paid media and inbound marketing. He builds campaigns that generate real leads, not just clicks.
Connect with Tanvir on LinkedIn.
Christie Hewlko
With extensive experience in operations, procurement, and business development, Christie brings a strategic lens to content and communications. She leads content and research for Roadmap’s Go-To-Market Readiness Index and supports internal and client-facing campaigns with content that turns strategy into impact.
Connect with Christie on LinkedIn.
Soren Wakelin
Soren brings over 15 years of experience in sales, customer engagement, and business development. He leads outreach for Roadmap’s Go-To-Market Readiness Index and Growth Table programs, connecting with B2B leaders and opening conversations that fuel our clients’ growth.
Connect with Soren on LinkedIn.
Certifications
Frequently Asked Questions
What size companies do you work with?
We primarily work with B2B companies generating between $5 million and $55 million in annual revenue.
What industries do you specialize in?
We focus on manufacturing, agriculture, professional services, energy, and other traditional B2B sectors.
Do you just consult, or do you help implement?
Both. We start with strategy, then build and implement the systems required to deliver it. This includes CRM setup, marketing execution, sales enablement, and more.
What’s a typical engagement look like?
Most clients begin with assessment. From there, we design a custom engagement focused on your most critical revenue opportunities.
Ready to Build Your Revenue Factory?
We help you identify the gaps, build the plan, and execute with precision. If you're ready to take control of your growth, we’re ready to help you build the system.
Apply for funding to get you started!Join The Team
We’re always looking for talented people. If you feel like you’d be a good fit for Roadmap, we want to chat!
Contact Us
