May 2026 Round-Up: You Can't Grow What You Don't Understand
Most B2B companies in Western Canada are actively trying to grow. They have good products, established relationships, and experienced teams. What many of them are missing is a structured, documented understanding of who their best customers are and what those customers need.
That gap shows up in places that are easy to misread:
- Pipelines that look active but don't close
- Messaging that feels right internally but doesn't land externally
- Sales cycles that stretch longer than they should
The problem often isn't effort. It's that the foundation isn't in place.
Customer Understanding is the first pillar of the Revenue Factory, and it covers more than most companies realize:
- Knowing your biggest accounts by name is not the same as having a defined Ideal Client Profile
- Talking to customers regularly is not the same as having a feedback system
- Familiarity is not the same as documented understanding
From the Go-To-Market Readiness Index, the data is clear:
- Only 43% of B2B companies have a fully defined ICP
- 70% haven't mapped their buying committee
- Only 29% have a documented go-to-market strategy, even though execution is already underway
These are established companies with proven product-market fit. What's holding them back is structure, not effort.
This month's article walks through what customer understanding covers inside the Revenue Factory, where most companies fall short, and exactly where to start building it.
👉 Read the full article: Customer Understanding: The Foundation Your Revenue Factory Can't Run Without
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Roadmap is Heading to Saskatoon for UNITE 2026
We're exhibiting at UNITE, the Agricultural Manufacturers of Canada (AMC) Annual Convention & Trade Show, June 9–11 at the Delta Saskatoon Downtown, Canada's premier gathering for agricultural equipment manufacturers, bringing together owners, executives, and senior leaders from across the sector.
If you'll be in the area, we'd love to personally invite you to join us on Thursday, June 9 for the Trade Show Open House, a relaxed evening with industry leaders, partners, and professionals before the full Convention kicks off. Come explore how we're helping B2B companies grow through our Go-To-Market Readiness Index, Growth Table peer advisory, and AI-powered Go-To-Market services.
Find us at Booth 45 from 7:30–9:00 PM in Michelangelo Ballroom A & Crush Lobby.
We'd love to connect in person.
Learn More About AMC Unite 2026
Roadmap is a Proud Presenting Sponsor of RCLF's Mixer Event
On June 18, we're sponsoring the River City Leadrs Forum Mixer Event in Edmonton, a curated event bringing together local business leaders for real conversations about growth, leadership, and what's next.
Steve Whittington will be speaking at the event.
Learn More About RCLF
Podcast Episode S2E09
How to Fix Stalled Deals (Without Pitch Slapping)
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' reasons reps log in the CRM. You’ll hear how Decode uses neutral third-party interviews to expose the hidden friction in sales cycles.
Podcast Episode S2E10
Building Your Revenue Factory: Engineering Predictable B2B Growth
In this episode of Driving Growth, Steve Whittington maps out the complete Revenue Factory: the six-component go-to-market system that connects your people, processes, and tools into a single infrastructure built for consistent, measurable growth.
Start with the Customer, Stay with the Customer: The CORR Grain Growth Story
What happens when you build your business by showing up, listening hard, and doing the right thing - even when it’s not easy? That’s what we unpacked in Episode 10 of the Driving Growth podcast with Brett Schmidt, CEO and co-founder of CORR Grain Systems.
What I’d Do in My First 90 Days as VP of Sales for a Mid-Sized Manufacturer
When a new VP of Sales steps into a mid-sized manufacturing company, the temptation is to spend the first few months “getting up to speed,” attending meetings, and absorbing how things have always been done. But that’s not how you create momentum.
Would you like us to implement a similar strategy for you?
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