Boards and investors may be sympathetic to market forces—tariffs, inflation, budget constraints—but they expect CEOs to create a plan to navigate around uncertainty and win. And "win" means something specific: ROI and shareholder value. Too many B2B revenue teams are operating with playbooks that were built for a buying environment that no longer exists. If your sellers can't navigate the very disruptions you're paid to overcome, then your sales system isn't designed to win

According to a 2024 McKinsey survey of GTM executives, the average C-level growth leader invests 45–70 hours per year in structured continuing education. Top-performing CROs: ~62 hours/year High-growth CMOs: ~54 hours/year Benchmark for digital-native leaders: ~72 hours/year

CEOs of B2B growth firms face a critical window. Markets are shifting. Buyers are changing. And strategies built in January may already be stale. The most agile firms—David-sized companies operating with insight and precision—are using this mid-year checkpoint to adjust before Q3. And they’re doing it faster and smarter than their Goliath competitors. At Lucrum Partners, we’ve synthesized the latest thinking from Gartner, Forrester, Corporate Visions, and SBI Growth

In 2025, sales enablement is no longer a support function—it’s a strategic lever. Or at least, it should be. 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. At Lucrum Partners, we’ve worked closely with B2B organizations attempting to modernize their go-to-m

Most enablement and RevOps teams aren’t built for this mission. They’re still trained for peacetime operations—coordinating onboarding, pushing out content, and managing platforms. Meanwhile, sales leaders are deployed into combat zones with no forward intelligence, no air support, and no real-time guidance from headquarters.

The latest Korn Ferry CHRO Insights Report offers a strategic lens for how transformation-ready firms—especially smaller ones—can capitalize on the systemic misalignments inside much larger organizations. The CHRO trends that keep Fortune 1000s up at night? They’re the very cracks where Davids can strike.

The Disconnect in B2B Sales Despite rapid advancements in sales technology and enablement tools, modern B2B buyers remain unimpressed. According to Gartner, fewer than 20% of sellers are able to align their conversations with business impact—a stark indicator of misalignment between what buyers need and what sellers deliver.

Why CEOs Must Rethink Their Sales Teams’ Capabilities in Today’s Market Chaos Across industries, CEOs and growth leaders are facing a sobering reality: their sales teams are not built to win in today’s decision-making environment. In a market defined by chaos, committee-based buying, and overwhelming sameness, traditional sales training falls flat. Performance gains aren’t coming from more pitch decks or bigger tech stacks—they're unlocked through meaningful behavior change.

The Problem: Executive Buyers Don't Want to Be Qualified. Modern executive buyers don’t want to be qualified. They want to be understood. Yet too many B2B sellers still open sales conversations with outdated qualifying questions—“What’s your budget?” “Are you the decision-maker?” “What’s your timeline?” These questions don’t build rapport. They break it.

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