Interest rates are falling. Employment and GDP are beating expectations. Trade deals are accelerating. And in January 2026, the “Big Beautiful Bill” activates, unlocking incentives across infrastructure, digital modernization, broadband, data-centers, and domestic innovation. For tech and telecom companies , this isn’t just good macro-noise. It’s a rare, time-sensitive opportunity  to win market share, shape enterprise spend, and lock in high-value contracts before  the flood

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.

2026 will be remembered as the year the market rewarded the disciplined, signal-driven, and buyer-intelligent — and left behind the reactive, story-driven, and nostalgia-led. This isn’t a market correction. It’s a capability correction.

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.

High seller turnover and missed quotas are becoming the most frustrating constants for today’s GTM and revenue leaders. For many, every new quarter feels like déjà vu: underperformance, reactionary hiring, and another round of “performance management.” But here’s the truth: If you’re tired of firing low performers, then stop hiring them.

The landscape of sales is evolving at a rapid pace. The intersection of technology, changing customer behaviors, and shifting market dynamic