When Lucrum Partners released our 2026 GTM Predictions, we framed the upcoming year around a simple but urgent message: Growth in 2026 belongs to the prepared.

Across industries, B2B revenue leaders are feeling the pressure. Win rates are down. Customer experience is deteriorating. And buyer confidence, once predictable, is now scattered across bloated buying groups that can’t reach consensus.

Do your clients really trust your teams—or are they staying out of convenience until a better option comes along? It’s an uncomfortable question, but one every CEO needs to wrestle with before locking in a 2026 revenue plan

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.

"No Pain, No Gain" I don't believe that phrase came out of pipeline review or forecasting meetings. But perhaps it should have. Sales...