buyer journey | Lucrum Partners

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Decoding Signal-Led GTM™: Insights from the Phil Collins Standard

Decoding Signal-Led GTM™: Insights from the Phil Collins Standard

Decoding Signal-Led GTM™: Insights from the Phil Collins Standard

Brian Shea

Jun 83 min read

What GTM Leaders Can Learn from Legendary Session Musician Leland Sklar

What GTM Leaders Can Learn from Legendary Session Musician Leland Sklar

What GTM Leaders Can Learn from Legendary Session Musician Leland Sklar

Brian Shea

May 254 min read

Executive-style illustration showing a modern B2B buying journey where executives shape business problems and buying decisions before sales teams engage. On one side, a buying committee collaborates around AI-driven business signals and strategy dashboards, representing early-stage influence and Signal-Led GTM™. On the opposite side, sales and marketing teams rush onto the stage late carrying MQL dashboards and pipeline reports, symbolizing reactive go-to-market strategies. A large divide labeled “The Signal Gap” separates early buyer influence from late-stage selling. Visual metrics highlight higher close rates, larger deals, and faster sales cycles achieved through signal-driven engagement.

Executive-style illustration showing a modern B2B buying journey where executives shape business problems and buying decisions before sales teams engage. On one side, a buying committee collaborates around AI-driven business signals and strategy dashboards, representing early-stage influence and Signal-Led GTM™. On the opposite side, sales and marketing teams rush onto the stage late carrying MQL dashboards and pipeline reports, symbolizing reactive go-to-market strategies. A large divide labeled “The Signal Gap” separates early buyer influence from late-stage selling. Visual metrics highlight higher close rates, larger deals, and faster sales cycles achieved through signal-driven engagement.

The Timing Problem: Why Your Sales Execution Isn't the Issue

Brian Shea

May 205 min read

Why B2B Revenue Growth Is Slowing: The Root Cause Hidden Inside Your GTM Operating System

Why B2B Revenue Growth Is Slowing: The Root Cause Hidden Inside Your GTM Operating System

Why B2B Revenue Growth Is Slowing: The Root Cause Hidden Inside Your GTM Operating System

Brian Shea

May 165 min read

Signal-Led GTM™: New SBI & Polaris I/O Research Reveals Why Signal-Driven Teams Close 7.4x Larger Deals Faster

Signal-Led GTM™: New SBI & Polaris I/O Research Reveals Why Signal-Driven Teams Close 7.4x Larger Deals Faster

Signal-Led GTM™: New SBI & Polaris I/O Research Reveals Why Signal-Driven Teams Close 7.4x Larger Deals Faster

Brian Shea

May 143 min read

Rethinking "Strategic Accounts": Uncovering the Hidden Risks for CEOs

Rethinking "Strategic Accounts": Uncovering the Hidden Risks for CEOs

Rethinking "Strategic Accounts": Uncovering the Hidden Risks for CEOs

Brian Shea

Feb 193 min read

Your 2026 GTM Plan Is Already Obsolete: Why Buyers, and AI, Now Run the Show

Your 2026 GTM Plan Is Already Obsolete: Why Buyers, and AI, Now Run the Show

Your 2026 GTM Plan Is Already Obsolete: Why Buyers, and AI, Now Run the Show

Brian Shea

Oct 6, 20254 min read

Why CEOs need GTM Conviction

Why CEOs need GTM Conviction

What Twisted Sister Can Teach CEOs About Conviction and Market Positioning

Brian Shea

Sep 25, 20253 min read

Mastering the Transition from Feature Pitching to Strategic Solutions in B2B Leadership

Mastering the Transition from Feature Pitching to Strategic Solutions in B2B Leadership

Mastering the Transition from Feature Pitching to Strategic Solutions in B2B Leadership

Brian Shea

Aug 27, 20253 min read

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.

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.

Why B2B Enablement Is at a Crossroads—And What Strategic Leaders Must Do About It

Brian Shea

Jun 1, 20252 min read

The Hidden Risk in “Best Practices”: Why B2B CEOs Must Stop Looking Backward to Move Forward

The Hidden Risk in “Best Practices”: Why B2B CEOs Must Stop Looking Backward to Move Forward

The Hidden Risk in “Best Practices”: Why B2B CEOs Must Stop Looking Backward to Move Forward

Brian Shea

May 4, 20253 min read

A New Reality for Revenue Leaders: Navigating Layoffs and Adapting GTM Playbooks in a Shifting Market

A New Reality for Revenue Leaders: Navigating Layoffs and Adapting GTM Playbooks in a Shifting Market

A New Reality for Revenue Leaders: Navigating Layoffs and Adapting GTM Playbooks in a Shifting Market

Brian Shea

Sep 22, 20243 min read

two-thirds of CEOs did not have confidence in their teams' ability to execute the company's 2024 growth strategy.

two-thirds of CEOs did not have confidence in their teams' ability to execute the company's 2024 growth strategy.

"The Truth About B2B Sales Best Practices: Are They Really BS?"

Brian Shea

May 30, 20245 min read

Hey 6sense - Don't Bury the Lead!

Hey 6sense - Don't Bury the Lead!

Hey 6sense - Don't Bury the Lead!

Brian Shea

Mar 21, 20242 min read

"Are You Making These Content Mistakes? How B2B Sellers Can Become More Insightful"

"Are You Making These Content Mistakes? How B2B Sellers Can Become More Insightful"

"Are You Making These Content Mistakes? How B2B Sellers Can Become More Insightful"

Brian Shea

Mar 18, 20243 min read

Why Your Next Sales Leader Must Be Analytics-Driven: Insights for Founder-Led CEOs

Why Your Next Sales Leader Must Be Analytics-Driven: Insights for Founder-Led CEOs

Why Your Next Sales Leader Must Be Analytics-Driven: Insights for Founder-Led CEOs

Brian Shea

Feb 26, 20242 min read

The Precision Imperative: Revolutionizing Sales Forecasting in 2024

The Precision Imperative: Revolutionizing Sales Forecasting in 2024

The Precision Imperative: Revolutionizing Sales Forecasting in 2024

Brian Shea

Jan 9, 20242 min read

Future-proofing Your Business: Revenue Enabled Leadership a MUST for Founder-led CEOs in 2024

Future-proofing Your Business: Revenue Enabled Leadership a MUST for Founder-led CEOs in 2024

Future-proofing Your Business: Revenue Enabled Leadership a MUST for Founder-led CEOs in 2024

Brian Shea

Dec 12, 20234 min read

Lucrum Partner's 2024 (non AI) GTM New Year's Predictions

Lucrum Partner's 2024 (non AI) GTM New Year's Predictions

Lucrum Partner's 2024 (non AI) GTM New Year's Predictions

Brian Shea

Nov 30, 20233 min read

CEOs Should NOT Publish a 2024 GTM Strategy Without a North Star

CEOs Should NOT Publish a 2024 GTM Strategy Without a North Star

CEOs Should NOT Publish a 2024 GTM Strategy Without a North Star

Brian Shea

Nov 15, 20232 min read

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