Building What Canadian Businesses Need to Grow 

When we joined the Canada Digital Adoption Program (CDAP) as advisors, we didn’t realize it would redefine our company. 

As an approved digital advisor, Roadmap worked with dozens of companies across Canada through CDAP, as well as with our broader client base. Our role was to assess each business’s current state, identify digital gaps, and build practical go-forward strategies across areas such as customer relationship management, sales enablement, marketing systems, and go-to-market alignment. 

What became clear through that work is that technology adoption was rarely the limiting factor. In many cases, sales and marketing were operating without a defined structure. Processes varied by sales representative, target customers and buying committees were unclear, and reporting existed without a consistent model for forecasting or decision-making. 

As a result, technology was being implemented into environments that were not designed to support repeatable growth. Without a clearly defined go-to-market system, revenue, process, and data, did not connect in a way that allowed teams to execute effectively. 

That experience reshaped how we think about growth and led directly to the creation of the Go-To-Market Readiness Index. The Index was built to help leadership teams assess whether their go-to-market foundation is ready to support the growth they are planning, before committing additional time, money, or resources. 

What CDAP Taught Us and Why It Mattered 

Working with manufacturers and professional service firms across Canada, the gaps were consistent: 

• Sales and marketing lacked a documented strategy to guide execution 
• Ideal Customer Profiles and buying committees were not clearly defined 
• Customer Acquisition Cost, Customer Lifetime Value, and pipeline coverage were not well understood 
• Sales, marketing, and customer success were misaligned 
• Forecasts relied on assumptions rather than data 

Individually, these gaps could be managed. Taken together, they prevented teams from working together in a way that made growth repeatable or predictable. 

Go-To-Market Architects for Canada’s B2B Growth 

This work made one thing clear. Many leadership teams believed they had a sales issue or a marketing issue, when the real constraint was structural. 

Sales, marketing, and customer success were operating without shared definitions, shared metrics, or a common operating model. Decisions were made within functions rather than across the system, which made it difficult to translate growth targets into coordinated execution. 

In practice, this showed up in predictable ways: 

• Growth targets outpaced pipeline coverage.  
• Marketing investments lacked clear targeting or measurable outcomes.  
• Sales performance issues were often tied to inconsistent processes and weak qualification rather than effort or capability. 

This is where Roadmap focuses today. We help B2B companies design the go-to-market systems, metrics, and operating discipline required to support predictable, repeatable growth. 

Why We Built the Go-To-Market Readiness Index 

The Go-To-Market Readiness Index was built to answer a question leadership teams kept circling around, even when they did not ask it directly. 

Are we ready to grow, or are we relying on assumptions that have not been tested? 

The Index is a structured diagnostic designed to evaluate whether a company’s go-to-market system is capable of supporting scalable, repeatable growth. It assesses five core areas that consistently determine whether growth efforts work. 

1. Go-To-Market Strategy Foundations 
   This area evaluates whether sales, marketing, and customer experience are aligned around a clearly defined Ideal Customer Profile, buying committee, value proposition, and go-to-market motions. 
2. Metrics and Modelling 
   This area assesses whether leadership teams have visibility into the numbers that drive growth, including Customer Acquisition Cost, Customer Lifetime Value, pipeline coverage, conversion rates, and forecast accuracy, and whether growth targets are supported by a realistic revenue model. 
3. Sales Process Discipline 
   This area examines whether sales execution is consistent and repeatable, with defined stages, qualification criteria, pipeline management practices, and the ability to coach and forecast performance. 
4. Technology and Enablement 
   This area evaluates whether systems such as customer relationship management, reporting, and sales enablement tools are configured to support the sales process and decision-making, rather than existing as disconnected tools. 
5. Customer Expansion and Retention 
   This area looks at how companies onboard, retain, and grow existing customers, including account tiering, expansion strategy, and the role of customer success in driving revenue. 

Taken together, these five areas provide a clear view of how a company goes to market and where that system is supporting or constraining growth. 

What the Index Changes 

The Go-To-Market Readiness Index gives leadership teams a clear, shared view of how their go-to-market system operates today. It surfaces where growth is supported, where it is constrained, and which assumptions about revenue, pipeline, and execution are not supported by data. Instead of relying on instinct or isolated metrics, teams can see how strategy, process, technology, and performance fit together as a system. 

That clarity changes how decisions are made. It allows leaders to identify foundational areas that need attention, uncover overlooked issues that are limiting progress, and prioritize work based on impact rather than urgency. The Index becomes an input for building stronger sales and marketing plans, making more informed investment decisions, and aligning teams around what to tackle next. Growth planning shifts from reactive to deliberate, and execution becomes more consistent as a result. 

Why This Matters to Us 

We are building a B2B business under the same conditions as our clients. The Go-To-Market Readiness Index exists because we have seen, repeatedly, how growth breaks down when fundamentals are unclear and decisions are made without a shared view of reality. 

We use the Index to focus work, align teams, and make better decisions, both with our clients and inside our own business. By extending that benchmark across the market, we are trying to raise the bar for how traditional Canadian B2B companies plan, invest, and grow. 

Ready to See Where You Stand? 

This initiative is designed for established B2B manufacturers and professional service firms with annual revenue between five and one hundred fifty million dollars that want a clear view of their go-to-market foundation as they plan their next stage of growth. 

Participation begins with a short application to confirm fit. Companies that qualify move through the following steps: 

1. Take the Go-To-Market Readiness Index: Complete a facilitated diagnostic that assesses how your go-to-market system operates today and benchmarks your results against peers. 
2. 1:1 Gap Analysis Review: Review the results in a one-to-one conversation with Roadmap’s President, Steve Whittington, to identify where the foundation is strong, where it is limiting growth, and what to focus on next. 

If you want an objective view of your go-to-market readiness before committing additional time, money, or headcount, this is where to start. 

Growth should not be accidental. With the right foundations, it does not have to be.