Many B2B companies still confuse demand generation with lead generation. But here’s the truth: they’re not the same — and mistaking one for the other can stall your growth. 

Demand Generation builds trust and awareness through content and education. 
Lead Generation captures that interest and moves it into your pipeline. 

Without demand gen, your CRM fills up with low-intent leads, while your sales team struggles to close. 

Here’s how to do it right: 

✅ Map to the Buyer Journey 

• Awareness: Create educational content
• Consideration: Share case studies and demos
• Decision: Offer clear, compelling calls to action 

✅ Align with Your GTM Motion 
Whether you’re inbound-, outbound-, product-, partner-, or category-led — your demand gen strategy should support your go-to-market model. 

✅ Build a Scalable Plan 

• Know your audience and where they spend time
• Create content clusters and repurpose smartly
• Nurture leads long-term
• Use Account-Based Marketing (ABM) to engage full buying committees 

✅ Don’t Stop at the Sale 
The best strategies go beyond the first click, they deliver value after the deal closes through nurture, upsell, and advocacy. 

Break the funnel. Build a bowtie. Your strategy should support the full customer lifecycle. 

Ready to turn disconnected tactics into a full-funnel system that drives revenue? 

Let’s build your demand generation map together.

Read the full blog post here: Stop Chasing Leads. Start Creating Demand.

What happens when you apply Roadmap’s Revenue Factory Framework to a brand-new business? You get powerful results and real insights. 

Steve, who leads both Roadmap and the recently launched BoomBright Media, put the Revenue Factory to work with a bold Q1 goal: generate $800K in qualified pipeline. 

Through targeted persona-based digital campaigns, revamped product pages, a clear content and pricing strategy, and an obsessive focus on sales process optimization, BoomBright blew past its critical number, creating over $2M in pipeline. 

But here’s the plot twist: the team missed revenue targets by 31%. 

Why? Because pipeline momentum surged too late in the quarter. The lesson? Even the most well-executed GTM system needs time to sync with your sales cycle—timing is everything. 

Despite the miss, the system worked: 

• Close rate doubled
• Deal velocity cut in half
• Foundations set for Q2 scale 

What’s Next 

We’ve proven the Revenue Factory framework works but now it’s about calibration. 

To hit our revenue targets moving forward, one of two things must happen: 

• Our close rate must continue rising, or
• Our pipeline volume needs to jump to $3M+ (because $2M at the current close rate won’t cut it) 

The good news? We’re trending in the right direction. In the first 14 days of Q2, BoomBright created $501K in new pipeline—well ahead of pace. 

But there’s more to figure out: 

• What’s our average transaction size?
• What’s our true sales cycle length?
• What does our predictable revenue model look like? 

This is the messy middle of a startup’s growth journey. You can make all the right moves and still fall short until the critical numbers are clear and the system is fully tuned. 

We’ll be sharing more quarter by quarter. Wins, misses, and everything in between. Don’t miss it! 

Curious to know how it all started?

Podcast Episode 3: Building a Predictable Revenue Factory: The Two Key Growth Motions

In this episode of Driving Growth, Steve breaks down the two essential motions every business needs for sustainable revenue growth: acquisition and retention/expansion.

Podcast Episode 4: Building a Revenue Flywheel: Sales Strategies for Predictable Growth 

In this episode of Driving Growth, host Steve Whittington sits down with Robbie Butchart, Chief Revenue Officer at Launchcode and VP of Sales at Patronscout, to discuss what it takes to build a predictable revenue engine.

Next Webinar: How to Build a Revenue Factory – May 21 @ 10 AM MST 

Is your GTM system built to scale, or do you rely on guesswork? 

Join Roadmap President Steve Whittington for a high-impact session where we’ll break down the Revenue Factory Framework—a proven system to turn your sales and marketing efforts into a measurable, efficient growth engine. 

Whether you're building from scratch or optimizing what you’ve got, this webinar will give you the tools to align your team, track the right metrics, and scale with confidence.

👉 Reserve your spot now!

Can’t make this one? We host the Revenue Factory Webinar live every month—stay tuned for upcoming sessions!