Recent B2B research points to a growing challenge for 2027: by the time an opportunity reaches pipeline, much of the buying journey may already be underway. As buying groups grow more complex and vendor preferences form earlier, CEOs need to ask a different question: does the commercial operating system show where revenue is forming, or only where it has become visible?

Brian Shea, Principal, Lucrum Partners An increasing number of emerging growth B2B CEOs are considering ditching their internal sales...