Turning Strategy into a Scalable Revenue Factory

The Need

As a growing organization with an established five-year plan, Norstar engaged Roadmap to develop a plan for their internal team to create a unified, data-driven Go-To-Market (GTM) system, which will align sales, marketing, and leadership teams while creating measurable, scalable processes for lead generation and customer management.  

As part of this process, they sought to clarify their brand positioning for both the Conveyance and U-drain product lines and equip their team with actionable strategies to meet revenue and growth targets. 

The Challenge

As Norstar aimed to expand in a competitive and evolving market, they recognized an opportunity to enhance alignment and efficiency across their sales and marketing operations. 

Without a unified GTM System, it was challenging to adapt to customer expectations and growth opportunities.  

Their CRM was underutilized, customer personas were undefined, and existing assets and forecasting tools lacked the structure needed to support scale. 

This presented a clear opportunity to modernize, align, and build a data-driven foundation for growth. 

The Solution

Over the course of several months, Roadmap led Norstar through our proven Revenue Factory Framework— designed to align strategy, brand, sales, marketing, and technology into a scalable revenue engine. The culmination of this work was a detailed Strategic Brief: a data-backed Go-To-Market Plan that provided Norstar with clarity, alignment, and the tools to scale confidently. 

Phase 1: Strategy + Market Research 

We began by conducting in-depth strategic discovery through internal workshops and stakeholder interviews with Norstar’s customers, dealers, and internal team members. This helped us uncover foundational insights into how the business operated, how it was perceived in the marketplace, and where the gaps lay. A competitive analysis of nine key industry players revealed clear positioning opportunities, particularly in communicating the premium quality of Norstar’s products and reinforcing its already-strong reputation for communication and service. 

Our research also identified several critical areas for improvement. Norstar’s CRM system was underutilized, and the sales process lacked consistency and accountability. Their price positioning, while justifiable based on product quality and service, was not being effectively communicated or supported by the sales process. These insights laid the groundwork for a reimagined GTM strategy. 

Phase 2: Brand Foundations 

We worked to articulate brand foundations—defining brand positioning, unique value propositions and key messaging pillars that would resonate with their distinct customer segments. Importantly, this phase validated and amplified Norstar’s internal strengths: their commitment to communication and their focus on delivering high-quality products. 

Phase 3: Sales + Marketing Audits 

We conducted Sales and Marketing Audits for both the Conveyance and U-drain brands. These included detailed sales process mapping, lead management review and future process requirements, and marketing and sales collateral requirements aligned with each customer journey stage. 

Phase 4: Execution & Metrics 

Recognizing the need for immediate execution, we also created quick win recommendations for website improvements, CRM optimization, campaign frameworks, and sales enablement assets such as dealer packages and account tiering models. 

The full Strategic Brief provided Norstar with a clear GTM Plan for a path forward—tying every insight and recommendation back to business goals, and equipping their team with the structure and tools needed to scale with confidence. 

The Results

1. Strategic Brief: A comprehensive, data-backed GTM plan that serves as Norstar’s blueprint for future execution. This document includes strategic recommendations derived from customer research and internal analysis, with clear guidance on branding, customer experience, and sales and marketing strategies. It also includes detailed appendices covering Strategic Homework, Competitor Analysis, Sales and Marketing Audits, Stakeholder Interviews, Personas & ICPs, and a CRM Functional Requirements Document. 
2. Revenue & Goal Modelling: Assessment of Norstar’s historical performance and modelling of future revenue targets using mathematical GTM models, helping the organization forecast the cost of growth and tie operational goals to scalable execution plans. 
3. Current State Audits: Evaluation of Norstar’s assets, processes, and tools—including lead management workflows, sales process requirements, and marketing strategies. This allowed the team to identify and prioritize key gaps and areas for improvement. 
4. Sales & Marketing Operations: A restructured sales and marketing organization with clearly defined ICPs, buyer journeys, and aligned messaging. Roadmap helped Norstar align their go-to-market motions for both product lines—Conveyance and U-drain—ensuring cross-functional alignment and accountability.  This has resulted in our ongoing support for Demand Generation Ad campaign creation and management. 
5. Technology Optimization: CRM implementation recommendations within a plan to provide Norstar with a single source of truth for all customer interactions. This will enable smarter decision-making and better visibility across teams.  Roadmap is currently working with the Norstar team to implement the functional requirements in their CRM platform to provide the metrics needed for their sales and marketing operations 
6. Market Positioning & Brand Clarity: Brand positioning work validated Norstar’s strengths —especially their commitment to product quality and communication — while also creating space to clearly differentiate in a competitive market. 

What This Allowed Norstar to Do with Their GTM System 

This comprehensive process allowed Norstar to validate key insights and pivot where necessary, backed by data-driven math models and metrics.  

They now operate within a research-backed data set to validate and refine GTM strategies and know how to structure their sales and marketing organization for alignment and efficiency.  

Norstar is implementing a scalable, measurable system supported by extensive modeling to predict outcomes.  

They feel confident, empowered, aligned, and motivated.  

With clearly defined Ideal Customer Profiles (ICPs), they can efficiently target and differentiate themselves in the marketplace.  

The business is now equipped to reach customers effectively, streamline and align sales, marketing, and customer success, and implement and maintain a CRM as a single source of truth.