The real risk is missing revenue signals that are already present—signals that indicate expansion, contraction, competitive entry, or budget reallocation long before they show up in CRM, forecasts, or QBR decks.

Most transformations fail not because the strategy is wrong — but because the organization cannot execute it.

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