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Transforming B2B Organizations by Embracing Buyer-Informed Decision Science
Today’s B2B buyers navigate a radically different decision journey. Digital touchpoints abound—research is done online, peers shape opinions through communities, purchasing decisions get made long before any one-to-one engagement happens. Unfortunately, many B2B organizations are still operating under outdated mental models.
Brian Shea
Jun 283 min read


Winning the Growth Game: What Top B2B Research Says About Client Growth—and How Lucrum Partners Helps You Execute It
In today’s B2B economy, growth is no longer about adding more reps or doubling down on outdated playbooks. Boards and investors are no longer impressed by size—they want strategy. The winners in today’s marketplace are those who execute buyer-aligned, insight-led, and performance-measured client growth strategies.
Brian Shea
Jun 203 min read


Is Your Sales Playbook Built for a Market That No Longer Exists?
Boards and investors may be sympathetic to market forces—tariffs, inflation, budget constraints—but they expect CEOs to create a plan to navigate around uncertainty and win. And "win" means something specific: ROI and shareholder value.
Too many B2B revenue teams are operating with playbooks that were built for a buying environment that no longer exists. If your sellers can't navigate the very disruptions you're paid to overcome, then your sales system isn't designed to win
Brian Shea
Jun 192 min read


The 60-Hour Secret: What Top GTM Executives Know (And You Don’t)
According to a 2024 McKinsey survey of GTM executives, the average C-level growth leader invests 45–70 hours per year in structured continuing education. Top-performing CROs: ~62 hours/year High-growth CMOs: ~54 hours/year Benchmark for digital-native leaders: ~72 hours/year
Brian Shea
Jun 82 min read


The Mid-Year CEO Checklist: How David-Sized Firms Stay Ahead of Goliaths in 2025
CEOs of B2B growth firms face a critical window.
Markets are shifting. Buyers are changing. And strategies built in January may already be stale.
The most agile firms—David-sized companies operating with insight and precision—are using this mid-year checkpoint to adjust before Q3. And they’re doing it faster and smarter than their Goliath competitors.
At Lucrum Partners, we’ve synthesized the latest thinking from Gartner, Forrester, Corporate Visions, and SBI Growth
Brian Shea
Jun 22 min read


From Boot Camp to Special Forces: Transforming Revenue Enablement Teams for Market Demands
Most enablement and RevOps teams aren’t built for this mission.
They’re still trained for peacetime operations—coordinating onboarding, pushing out content, and managing platforms. Meanwhile, sales leaders are deployed into combat zones with no forward intelligence, no air support, and no real-time guidance from headquarters.
Brian Shea
May 283 min read


How David-Sized Companies Will Beat Goliaths in 2025—Using CHRO Playbooks and AI Readiness
The latest Korn Ferry CHRO Insights Report offers a strategic lens for how transformation-ready firms—especially smaller ones—can capitalize on the systemic misalignments inside much larger organizations. The CHRO trends that keep Fortune 1000s up at night? They’re the very cracks where Davids can strike.
Brian Shea
May 203 min read


In Times of Chaos, CEOs Need a GTM North Star—Not a Weather Vane
As we approached 2025, CEO sentiment across industries was marked by uncertainty. Predictions of an impending recession, escalating tariffs, and geopolitical instability dominated Q4 earnings calls. Boards braced for impact. Growth plans were revised. Many leaders entered the new year hesitant—some paused hiring, while others slowed strategic investments.
But as Q1 closed, many of those storm clouds never fully materialized.
Brian Shea
May 203 min read


Why Executives Flock to Keynotes, Coaches, and TED Talks—But Avoid Sales Reps
The Disconnect in B2B Sales
Despite rapid advancements in sales technology and enablement tools, modern B2B buyers remain unimpressed. According to Gartner, fewer than 20% of sellers are able to align their conversations with business impact—a stark indicator of misalignment between what buyers need and what sellers deliver.
Brian Shea
May 143 min read


Why Sales Operations Must Evolve—And What Modern GTM Leaders Should Do About It
Over the past few years, the role of sales operations has undergone a profound transformation. No longer just a back-office function focused on CRM hygiene and forecasting reports, today’s sales operations must operate as a strategic command center—one that fuels growth, enables executive decision-making, and equips sellers with the tools, intelligence, and systems they need to win.
Brian Shea
May 73 min read


The Hidden Risk in “Best Practices”: Why B2B CEOs Must Stop Looking Backward to Move Forward
Learn why B2B CEOs must stop relying on outdated best practices and start building buyer-informed go-to-market strategies rooted in modern buyer behavior.
Brian Shea
May 43 min read


How Nimble CEOs Are Outmaneuvering Goliaths: What 2025’s B2B Conferences Tell Us About Winning the Executive Sale
By Lucrum Partners If you’re a CEO running a fast-moving, high-aspiration company, 2025’s B2B thought leadership events made one thing...
Brian Shea
Apr 232 min read


Why Your Sales Team is Stuck - And How to Fix It for Scalable Growth
By Lucrum Partners The latest Gartner research on the DNA of top sales organizations highlights a fundamental shift in how leading...
Brian Shea
Mar 193 min read


Navigating 2025 Sales Effectiveness as a Strategic Advantage for Leaders
Win rates for closed-won deals have dropped 22% year over year, while a recent SBI Growth report reveals that nearly two-thirds of CEOs lack confidence in their teams’ ability to execute growth strategies.
These challenges highlight the urgent need to prioritize sales effectiveness—not as a buzzword but as a strategic mandate. At Lucrum Partners, our analysis consistently points to recurring obstacles: misaligned talent strategies, unclear go-to-market (GTM) growth approac
Brian Shea
Nov 25, 20243 min read


Avoiding the B2B Sales "Rake": How to Win Over Executive Buyers
67 percent of professionals believe they fall short in persuading executives to make immediate purchase decisions
Brian Shea
Sep 30, 20244 min read


A New Reality for Revenue Leaders: Navigating Layoffs and Adapting GTM Playbooks in a Shifting Market
By Lucrum Partners Last week, the Federal Reserve announced a ½ point reduction in the interest rate, a move that, on the surface, seems...
Brian Shea
Sep 22, 20243 min read


The CEO's Complex Mandate: Leading Through Continuous Transformation
CEOs face an increasingly complex mandate: not just to lead their organizations, but to ensure long-term viability
Brian Shea
Sep 2, 20244 min read


Top 10 B2B Seller Coaching Priorities for 2025: Adapting to Buyer Behavior and Tech Trends"
In 2025, behavior science will greatly influence B2B seller coaching strategies.
Brian Shea
Aug 28, 20243 min read


"Get Ready for 2025: Unveiling the Future of Sales and Key Trends to Watch"
The landscape of sales is evolving at a rapid pace. The intersection of technology, changing customer behaviors, and shifting market dynamic
Brian Shea
Aug 13, 20243 min read


Understanding the High Turnover in Executive Sales and Revenue Roles
With 45,000 open roles for senior revenue leaders, why is there such a high turnover for these executive roles?
Brian Shea
Jun 10, 20242 min read
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