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 Unfortunately, many B2B organizations are still operating under outdated mental models.

In 2025, sales enablement is no longer a support function—it’s a strategic lever. Or at least, it should be. Recent insights from Gartner’s 2025 Sales Excellence and Innovation Report offer a clear warning: if enablement functions fail to evolve into strategic consulting arms to the C-suite, they risk becoming irrelevant in driving growth, retention, and quota performance. At Lucrum Partners, we’ve worked closely with B2B organizations attempting to modernize their go-to-m

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.

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.

Why CEOs Must Rethink Their Sales Teams’ Capabilities in Today’s Market Chaos Across industries, CEOs and growth leaders are facing a sobering reality: their sales teams are not built to win in today’s decision-making environment. In a market defined by chaos, committee-based buying, and overwhelming sameness, traditional sales training falls flat. Performance gains aren’t coming from more pitch decks or bigger tech stacks—they're unlocked through meaningful behavior change.

CEOs face an increasingly complex mandate: not just to lead their organizations, but to ensure long-term viability

Sales leader (VP, SVP) tenure is at an all time low of just 17 months. Not long ago, the average tenure of a VP of sales was sitting at a...

#Geico has an amusing commercial titled "Aunt Infestation". Aunt Bonnie arrives and beings rummaging through the refrigerator yelling...