How Steve Whittington of Roadmap is Helping B2B Companies in Western Canada Grow with Clarity, Process, and Purpose
Steve Whittington has climbed literal mountains. The kind with ropes, unpredictable weather, and no room for ego.
Now? He helps companies climb theirs.
As the President of Roadmap, a go-to-market consulting firm for B2B companies across Western Canada, Steve spends his days helping leaders do something deceptively hard: build the foundations to grow.
Not “hockey stick” growth. Not empty revenue spikes.
But real growth. The kind of growth that scales sustainably and doesn’t fall apart under pressure.
And like mountaineering, it starts with readiness.
Building Better Foundations for Growth
Through Roadmap, Steve works with B2B firms across Western Canada to help them strengthen their go-to-market strategies. His latest initiative, the Go-to-Market Readiness Index, will benchmark how prepared companies are for growth and highlight where improvements can be made.
“We discovered that many firms have strong products but lack the revenue foundations to scale. The Readiness Index gives leaders a clear picture of where they stand and what’s next.”
You can explore Roadmap’s Go-to-Market Readiness Index and see how your company measures up here: weareroadmap.com/resources/gtm-readiness-index
This work ties directly into Steve’s passion project, the Driving Growth podcast, where he shares insights and interviews with business leaders across the Prairies.
Leading with Transparency & Process
At Roadmap, Steve emphasizes alignment and clarity.
“We believe in clarity,” Steve says. “When the whole team understands our goals and how we measure success, everyone pulls in the same direction.”
By equipping his team with the right information and encouraging process improvements, Roadmap continues to grow stronger while staying focused on delivering value for its clients.
Beyond Business: Adventure with Family
Outside of work, Steve is just as driven. A former international expedition leader, he now channels that energy into family adventures.
“The win isn’t me climbing. It’s creating remarkable outdoor experiences for my family.”
This summer, the Whittingtons are training for both a paddling trip and a multi-pitch climb.
Why This Matters for Edmonton Leaders
Steve’s story is a reminder that growth is about more than numbers: it’s about building strong foundations, empowering teams, and staying grounded in what matters most.
At RCLF, we’re proud to highlight entrepreneurs like Steve who embody purpose-driven leadership, strategic foundation building, and the drive to keep Edmonton’s business ecosystem thriving.
Want to connect with more Edmonton leaders like Steve? RCLF curates forums of CEOs and founders who meet monthly to share challenges, opportunities, and support.
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