Too many CEOs today are still staring into the mirror, uncertain about what they want their firm to be in the market. They say, “We want to be viewed as a strategic partner”, but their go-to-market reality tells a different story. Instead of conviction, they drift in the sea of sameness.

Know Thy Buyer (and their business)!!! The #LucrumPartners team continues to hear how often B2B sellers are encountering CFOs as key...