Go-To-Market Readiness Index
Roadmap developed the Go-to-Market Readiness Index to show how well Canadian B2B companies are set up with the systems, data, and processes needed for scalable revenue growth.
The 2025 Benchmark Report
The 2025 Benchmark Report uses the Index to reveal where B2B companies are strong, where critical gaps exist across strategy, metrics, sales process, technology, and customer retention, and what leaders can do next to improve performance. Use the report to assess where your systems might be falling short, where you're meeting or exceeding benchmarks, and to decide where to focus before investing further in your growth.
What the Index Measures
The GTM Readiness Index evaluates maturity across five core areas of go-to-market performance. Together, these pillars show whether growth is supported by a system that can scale or dependent on effort and experience.
- GTM Strategy Foundations
How clearly your Ideal Customer Profile, buyer roles, positioning, and internal alignment are defined. - GTM Metrics & Modelling
How well you track, model, and use metrics like pipeline coverage, win rates, customer acquisition cost, customer lifetime value, and forecasting. - Sales Process Discipline
Whether your sales process is defined, followed, reviewed, and coached consistently. - Technology & Enablement
How effectively CRM, dashboards, and enablement tools are adopted and used across teams. - Customer Expansion & Retention
How intentionally you onboard, retain, and grow existing customer relationships.
The 2025 GTM Readiness Benchmark Report
The 2025 Benchmark Report captures insights from B2B companies across Canada, spanning a range of industries, revenue levels, and team sizes.
The data reveals a consistent pattern: ambition is high, but systems often lag behind.
The report provides a practical snapshot of where Canadian B2B companies stand today and where progress is most achievable.
Download the 2025 Report
Key findings from the 2025 Benchmark Report
31.4%
The average Go-To-Market Readiness score was 31.4%, with most companies still early in their maturity journey
29%
Only 29% of companies have a documented Go-To-Market strategy that aligns sales, marketing, and customer teams
76%
We saw that 76% of Canadian B2B companies use a CRM, but adoption is often shallow and under-leveraged
The 2025 Benchmark Report
The 2025 Benchmark Report uses the Index to reveal where B2B companies are strong, where critical gaps exist across strategy, metrics, sales process, technology, and customer retention, and what leaders can do next to improve performance.
Download the ReportWhat We’re Seeing Across Canadian B2B Companies
Across the 2025 dataset, several patterns emerged consistently:
- Informal systems support early growth but limit scale over time
- Even a lightweight sales process definition improves forecasting and consistency
- CRM adoption correlates strongly with higher GTM maturity
- Smaller teams often outperform larger peers through discipline and focus
- Existing customers represent one of the most underleveraged growth opportunities
The takeaway is clear: progress comes from structure, not headcount.
Benchmark Your Own Go-To-Market Readiness
If growth feels fragile, your go-to-market system probably is. Here’s how to find out for sure.
B2B companies with $5M–$150M in annual revenue can participate in the Go-To-Market Readiness research to get a clear, objective view of how prepared their go-to-market system is to scale. Apply to participate in the research here.
Participants receive:
- Individualized Go-To-Market Readiness Benchmark Report
See how your Go-To-Market system stacks up against peers across key areas of performance - 1:1 Gap Analysis Call with Roadmap’s President
Review results, identify strengths and gaps, and focus on the areas with the greatest impact on growth in your current GTM System
To support teams ready to act on these insights, Roadmap established the $25,000 Go-To-Market Acceleration Fund. From participating companies, five will be selected to receive up to $5,000 toward Roadmap services to help build or strengthen their Go-To-Market System. Benchmark your own Go-To-Market readiness and apply to the GTM Acceleration Fund here.
Want the 2025 Benchmark Report emailed to you?
Enter your email and we'll send the report right to your inbox. Review and share with your revenue team to see where you're meeting or exceeding benchmarks, and to use it to help decide the strategic areas to focus your investment and effort as you scale your business.
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Driving Growth: The Go-to-Market Podcast
Driving Growth is Roadmap’s podcast for sales and growth leaders building go-to-market systems.
We’ve dedicated a full episode to reviewing the findings from the GTM Readiness Benchmark Report, including what the data reveals about common gaps, system maturity, and where teams should focus as they scale. Beyond the report, the podcast features ongoing conversations with sales and growth leaders, sharing practical insights and real-world lessons you can apply directly to your own go-to-market system.
Resources
Explore curated podcasts, blogs, and webinars built to help you take action to build a more predictable, scalable go-to-market system.
Podcasts
Driving Growth helps B2B companies scale with modern go-to-market systems. Each 20-minute episode delivers practical tactics, frameworks, and sales-marketing plays across the core Go-To-Market motions with actionable insights you can put into practice today.
In this episode of Driving Growth, we break down the two essential motions every business needs for sustainable revenue growth: acquisition and retention/expansion.
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.
Apply to Receive up to $5,000
Will your go-to-market system survive the next phase of growth? Find out by benchmarking your own GTM readiness and apply to the GTM Acceleration Fund.
Learn More and Apply Now
