Resources

How a Go-To-Market System Turns Strategy Into Predictable Growth 

If you’ve ever launched a new product, run a sales campaign, or built a brand from scratch — you know how easy it is to move fast and still miss the mark. 

How Modern Demand Generation Powers Full-Funnel Growth 
It’s easy to chase clicks and call it marketing — but that’s not what builds lasting growth. Before you launch another campaign, take a step back and ask: Are we creating real demand, or just collecting names? 

During a recent appearance on Beyond Wealth: Success Unscripted, Shannon shared valuable insights into the world of branding and how businesses can leverage it to fuel their growth. Here are some key takeaways from the conversation.

The reason sales and marketing often don't work well together is that they aren't actually working together!

With Google sunsetting universal Analytics and making the switch to GA4, gone are the days of navigating with "good old maps"—now, we're equipped with a high-tech GPS offering real-time traffic updates for the digital age.

Creating a successful e-commerce website goes beyond showcasing products and facilitating transactions. It involves crafting an experience that answers buyers' decision-making questions throughout their journey. 

Mastering the sales funnel in today's competitive landscape is a must for organizations. The achievement of all business goals starts with sales.

In the landscape of modern business operations, the significance of a Customer Relationship Management (CRM) system cannot be overstated. While many are drawn to CRM by its established promise—increased sales, improved customer communication, and enhanced transparency—it's the deeper, real value of CRM that transforms organizations.

Every business aims for growth, and at the heart of this growth is a crucial element – lead generation. Many clients come to us seeking ways to expand their business, and invariably, this boils down to the need for more leads. But how do you effectively generate these leads? The answer lies not in quick fixes but in a comprehensive, strategic approach.

AI is everywhere, but where do you start? Have you been thinking about how to use AI to enhance your business but don’t know what technology to use or how to use it? Watch our latest webinar to learn practical and real-world AI applications. 

Your branding today equals tomorrow's demand. This statement is especially true in the B2B space when referencing the new gold standard of the 95:5 in market buyer rule: 20% of business buyers are 'in the market' over the course of an entire year; around 5% per quarter – or put another way, 95% are not in the market.

The key to reaching customers through social media is creating content that resonates with your ideal client and that answers questions and pain points they have. So how do you create this content?

Navigating the intricate process of rebranding is a combination of strategic planning, creativity, and thoughtful execution. It's more than just a logo switch or a new colour palette; it's about ensuring that the brand’s core values, vision, and essence are reflected in every nuance of its new identity.

The Government of Canada's Canada Digital Adoption Program (CDAP) supports small and medium-sized enterprises (SMEs) in embracing digital tools to boost their market edge. Businesses that meet the criteria can secure a grant for their digital adoption plan and a no-interest loan up to $100,000 for its execution.

Your brand is the foundation of any Go-To-Market strategy and the biggest part of creating a brand identity is the brand guide. This is an essential document that outlines how an organization presents itself to the world. In this blog we cover why a brand guide is important and the key pieces of information we include in every big, beautiful brand project!

When designing for web, designers don't have total control over how a font might display across various devices, email clients, or organizations with multiple operating systems. This is where web-safe fonts have their time to shine!

Like many this morning, you may have opened up Instagram only to have it tell you to download a new app — Threads — to claim your username.  It's not a bad idea if you haven't already. 

Your website is the foundation of your marketing strategy. It is the place so much of your marketing efforts are focused on, like linking digital ads there or creating content to improve your search engine ranking. Your goal is to drive traffic there and then use the website to get sales or leads.

The most important part of the customer journey doesn't include the customer. 

It is called the Sales Handoff.

Why is this important? 

We all know change is constant, but what is the cost of a change-resistant company culture?

When you are bringing a product or service to market (or in fact, deciding how you want to position your whole business in the marketplace), businesses often start by looking at their Total Addressable Market - that is, the maximum size of the possible customer base who would want to buy your product or service.

At Roadmap, we start our annual planning for the coming year in November. Our annual plan is actually broken down into several, interconnected plans that are created in this order. These plans start high-level and all build off each other, allowing us to have an overarching, cohesive strategy to meet our goals.

A request we often get from clients is: "We need to run some ads." What they're really saying is "we need some leads" or "we need to build awareness in the marketplace to support our outbound sales process."

Roadmap recently held a virtual customer council with six of our key clients to help us better understand what we’re doing well and areas we need to improve in. A customer council is a group made up of a business’ top customers that meets at least once a year to allow the business to gain deep customer insights.

A question that a lot of businesses tend to grapple with is where their pricing should be. There are a lot of inputs that go into the price an organization can charge, and not all of them are fully considered. The age-old first rule is to charge what the market can bear. This requires competitive intelligence, and if your pricing is out of line, generally, the market will let you know pretty quickly.

Customer relationship management (CRM) is technology that allows your business to manage all of your company's interactions and communication with customers. It is a platform that connects all of the data from your prospects, subscribers, leads and customers into one place - making your CRM platform the single source of truth about your customer.

A customer council is a group made up of a business’ top customers. This group meets once or twice a year to allow the business to gain deep customer insights and market research. The council’s purpose is to give open and honest feedback on the business’ initiatives and process, and to advise the organization on customer  insights and help set priorities.

This is a question I hear a lot: demand generation or lead generation, which one is the right strategy for my business? In most cases, the simple answer is that you need to disenthrall yourself from the tyranny of "or". You need both.

Go to market (GTM) traditionally referred to a strategy for how a company brought a new product to market. While the foundation for these projects remain, GTM is no longer just a “one and done.” It should be a holistic and on-going process for your business to drive revenue.

One sales pipeline, or two or three or four? Simplicity is elegance for a process, but true understanding occurs in the details. There is an argument that most organizations can keep their sales process for their products or services in one pipeline (there are some exceptions to this rule, as always.) What is meant by "one pipeline" is one consistent sales process, from which each salesperson can have their own pipeline.

If you have sales goals for the month, the quarter or the year, you must have adequate leads coming in so you have enough deals to close to reach your targets. How do you know how many deals and leads you need?

Your relationships with your customers are the most important part of your business. Are you doing everything that you can to nurture those relationships? They say you can’t manage what you can’t measure, so how do you measure a customer relationship?

As the job market is getting tighter and tighter, many organizations are making recruitment a top priority. As Canada experiences low unemployment rates, it’s becoming more difficult to find the right employees for your business.

Surveys are a great way to gather customer feedback on many aspects of your business. You can gain valuable insights on customer service, product offerings, your website and much more.

When it comes to your business, the customer should always be put first. This may seem like common sense, but all too often organizations start to focus on other priorities and customer service may take a back seat.

Every year, businesses lose money due to a lack of customer feedback. It’s not that companies don’t care – they just aren’t given a chance to fix any problems a customer might have.

RevOps (Revenue Operations) is a term that is becoming more common, yet many still do not know what it is, why it is essential and how to adopt it.  

The start of the year is a great time to review your marketing needs for the next 12 months. You may have some great ideas about how to grow your business, or you may need some help in that department.

“If you fail to plan, you are planning to fail.” – Benjamin Franklin

Branding is an important and complex part of your business and mistakes can happen, even to the most experienced brands. Here are some common branding mistakes and ways you can correct them.

The Digital Manitoba Initiative will invest $15 million into registered Manitoba business through two new funding programs to help organizations with their digital upgrading and modernization projects.

The Instagram algorithm has changed to promote eCommerce and video, what does that mean for your business?

Today’s consumer is turning now more than ever to e-commerce for their shopping needs. You want to reach this audience, but where do you start?

Most businesses do not assess and measure the customer journey as a whole. However, with six key performance indicators, your team will be well-positioned to transform your organization's results.  

Strategic Account Management is a process that focuses on building strong and mutually beneficial relationships with a company’s most important customers. Here's how you can implement it.

Writing a blog is more than coming up with a topic and putting words on paper. Long before pencil hits paper (or hands hit the keyboard), some critical thinking is needed.

Email marketing is far from a new concept, so is it worth joining the game now? We still think so, in fact we use it ourselves. Here’s why. 

The Instagram algorithm has changed to promote eCommerce and video, what does that mean for your business?

Have you wondered if your efforts on Instagram are gaining traction? Instagram Insights is a free native tool that proves your efforts are creating an impact with your audience.  

We promise that if you devote that little bit of extra time to answering these six questions, you will be that much more confident your website is ready to meet the world.

Here is a comparison between Amazon and Shopify, and our recommendations for use.  

Learn more about this major update, and what it means for your business!

Learn about our partnership with CallRail and how it's helping clients get the most out of their marketing spend.

It starts by aligning both departments with one simple goal...

It’s not all rainbows and butterflies.

Roadmap has formed our own customer council and our President, Steve, is going to explain exactly what this is and why you should have one. 

Learn more about updating marketing materials regularly and to keeping things fresh.

The short answer is, it depends.

Many students have recently graduated so we thought now would be a perfect time to talk about building relationships and finding jobs.

All businesses need to “go” digital and transform their organization’s overall experience and processes into digital processes.

The visual elements are just one component of building your business.

As an organization, you need to create your definition of a qualified lead and continue to refine it based on your sale process needs.

Bad reviews are going to happen. We do not live in a world in which everything is five-star or 10 out of 10.

Strategic planning outlines business goals and can identify any barriers so that we can make appropriate recommendations.

As sure as the sun rises you will have a day when your organization did not provide an excellent customer experience.

As I look at the retail and service landscape, I see organizations failing to meet customer expectations. Why?