From Ambitious Goals to a Sustainable Revenue System

The Need

HeatMaster has ambitious growth goals and a strong commitment to expanding both its residential sales reach and dealer network. To achieve these objectives, the company needed to bring structure, efficiency, and predictability to its sales and marketing operations.

They were ready to scale and sought a partner who could provide the strategic insight, systems, and leadership required to turn those goals into a clear, repeatable process. 

The Challenge

HeatMaster has a proven product line, an established dealer network, and a trusted brand reputation. However, market conditions were shifting, and growth had slowed. The next step was to restart the revenue engine and scale with consistent momentum. 

Key challenges included: 

• Gaining a research-driven understanding of customer needs and perceptions 
• Aligning internal and dealer communications around a unified brand narrative 
• Scaling sales efforts while maintaining quality relationships 
• Organizing and aligning sales and marketing teams for maximum efficiency 
• Implementing new digital tools without disrupting day-to-day operations 
• Creating unified scorecards to measure sales and marketing effectiveness across the full funnel 

The Solution

1. Fractional CRO and Growth Retainer 

Roadmap provided Fractional CRO leadership to design and implement a scalable, process-driven sales organization built for long-term growth. 

• Conducted a detailed sales audit assessing lead flow, sales stages, enablement tools, onboarding processes, and technology stack 
• Supported the development of a sales plan with defined metrics and activity scorecards 
• Established a consistent rhythm of weekly sales meetings, one-on-one coaching, and performance tracking 
• Supported enhancement of onboarding process for dealers and internal sales playbooks (sequence messaging, talking tracks and defined next actions) 
• Provided ongoing mentorship for sales and marketing leaders to build alignment and accountability 

 2. Paid Ad Management 

Roadmap took over management of HeatMaster’s paid search and social advertising across Google, and Meta. 

• Implemented advanced keyword targeting, conversion tracking, and campaign optimization 
• Improved ad performance while maintaining budget efficiency, increasing lead volume and quality 
• Integrated campaign insights into broader marketing and sales planning for a more connected go-to-market system 

The campaign strategy focused on engaging homeowners in key markets actively seeking reliable heating solutions while supporting dealer recruitment through targeted B2B initiatives. By coordinating these efforts, Roadmap helped build consumer demand in high-potential regions, driving both dealer interest and end-customer inquiries to support HeatMaster’s overall growth objectives. 

3. Customer and Stakeholder Research 

Once the go-to-market systems were established and sales processes were improving, HeatMaster partnered with Roadmap to deepen their understanding of their customers, dealers, and internal stakeholders. 

Through in-depth interviews with customers, dealers and team members, Roadmap gathered insights into how HeatMaster was perceived, what customers valued most, and where there were opportunities to strengthen relationships and support growth. 

These findings informed a Strategic Brief that aligned leadership around messaging, customer personas, and go-to-market priorities. 

Key outcomes included: 

• Defining HeatMaster’s core strategic narrative and unique value proposition, focused on trust, longevity, and service 
• Creating messaging guidelines for consistent communication across customer, dealer, and internal channels 
• Recommending improvements to dealer recruitment and enablement, including enhanced training resources, onboarding, and digital assets 
• Developing a Strategic Roadmap with phased initiatives to guide brand positioning, dealer engagement, and product communication 

This work gave HeatMaster a unified direction and an insight-driven foundation to refine and elevate their customer experience and go-to-market performance. 

4. Dealer App Development 

To further strengthen dealer enablement, Roadmap designed and developed a custom Dealer App to centralize sales tools, training materials, and marketing resources. 

• Managed development through agile project methods with weekly priority meetings 
• Ensured transparency and collaboration using shared boards and progress tracking 
• Supported onboarding and training to encourage adoption and ensure lasting value 

In this video, Devon Friesen, Sales Manager at HeatMaster, shares how Roadmap’s Growth Retainer helped his team bring structure, accountability, and focus to their sales process. He explains how consistent coaching, clear targets, and stronger team alignment have improved performance, boosted morale, and set the foundation for sustainable growth. 

The Results

1. Unified Revenue Operations: HeatMaster transformed from separate departments into one unified revenue team, aligning marketing, sales, and customer experience around shared goals and full-funnel accountability. 
2. Customer Insights Infused into Strategy: Customer research findings were integrated across every part of the business, from messaging and website updates to dealer offers and talking tracks. This alignment has improved the company’s ability to connect with customers and dealers on what matters most to them.  
3. Sales Enablement and Accountability: With the Growth Retainer in place, HeatMaster now tracks performance through unified scorecards and a consistent sales cadence. Regular coaching, meeting rhythms, and clear metrics have driven accountability and progress toward sales goals.  
4. Marketing and Demand Generation: Digital marketing and lead generation efforts delivered measurable results across both dealer recruitment and homeowner campaigns. HeatMaster saw a strong increase in qualified dealer leads and homeowner inquiries through targeted digital advertising, as well as steady growth in social engagement, reflecting stronger brand awareness and community reach. Traffic to the “Find a Dealer” page also rose significantly, with overall page views increasing 59% year-over-year. As results accelerated, ad budgets were strategically scaled and diversified to include awareness campaigns and user-generated content featuring authentic customer testimonials. This approach allowed HeatMaster to adjust budgets based on seasonality and market trends while maintaining consistent performance across both B2B and B2C audiences. 
5. Technology and Dealer Enablement: The Dealer App has provided a centralized hub for training, resources, and product information, creating consistency across dealer interactions. This technology continues to enhance collaboration and strengthen HeatMaster’s dealer relationships.  
6. Predictable, Scalable Growth: Today, HeatMaster operates with full-funnel visibility, aligned leadership, and a clear go-to-market system. The company is tracking toward its growth forecasts with confidence, supported by structure, accountability, and a clear understanding of its customers and market opportunities. 

In this video, Mel Animalla, Marketing Manager at HeatMaster, discusses how Roadmap’s Growth Retainer provided the structure, coaching, and cross-department alignment needed to accelerate growth. He shares how improved organization, stronger collaboration between sales and marketing, and consistent leadership support have helped his team stay focused, efficient, and confident in achieving their goals.