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In Times of Chaos, CEOs Need a GTM North Star—Not a Weather Vane
As we approached 2025, CEO sentiment across industries was marked by uncertainty. Predictions of an impending recession, escalating tariffs, and geopolitical instability dominated Q4 earnings calls. Boards braced for impact. Growth plans were revised. Many leaders entered the new year hesitant—some paused hiring, while others slowed strategic investments.
But as Q1 closed, many of those storm clouds never fully materialized.
Brian Shea
1 day ago3 min read
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Why Executives Flock to Keynotes, Coaches, and TED Talks—But Avoid Sales Reps
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.
Brian Shea
May 143 min read
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Transforming Sales Behaviors: A Roadmap to Sustainable Sales Growth
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.
Brian Shea
May 123 min read
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Why Sales Operations Must Evolve—And What Modern GTM Leaders Should Do About It
Over the past few years, the role of sales operations has undergone a profound transformation. No longer just a back-office function focused on CRM hygiene and forecasting reports, today’s sales operations must operate as a strategic command center—one that fuels growth, enables executive decision-making, and equips sellers with the tools, intelligence, and systems they need to win.
Brian Shea
May 73 min read
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Why B2B Sellers Should Stop Using Qualifying Questions with Executive Buyers
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.
Brian Shea
May 63 min read
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The Hidden Risk in “Best Practices”: Why B2B CEOs Must Stop Looking Backward to Move Forward
Learn why B2B CEOs must stop relying on outdated best practices and start building buyer-informed go-to-market strategies rooted in modern buyer behavior.
Brian Shea
May 43 min read
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Why Your Sales Team is Stuck - And How to Fix It for Scalable Growth
By Lucrum Partners The latest Gartner research on the DNA of top sales organizations highlights a fundamental shift in how leading...
Brian Shea
Mar 193 min read
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Navigating 2025 Sales Effectiveness as a Strategic Advantage for Leaders
Win rates for closed-won deals have dropped 22% year over year, while a recent SBI Growth report reveals that nearly two-thirds of CEOs lack confidence in their teams’ ability to execute growth strategies.
These challenges highlight the urgent need to prioritize sales effectiveness—not as a buzzword but as a strategic mandate. At Lucrum Partners, our analysis consistently points to recurring obstacles: misaligned talent strategies, unclear go-to-market (GTM) growth approac
Brian Shea
Nov 25, 20243 min read
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Avoiding the B2B Sales "Rake": How to Win Over Executive Buyers
67 percent of professionals believe they fall short in persuading executives to make immediate purchase decisions
Brian Shea
Sep 30, 20244 min read
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A New Reality for Revenue Leaders: Navigating Layoffs and Adapting GTM Playbooks in a Shifting Market
By Lucrum Partners Last week, the Federal Reserve announced a ½ point reduction in the interest rate, a move that, on the surface, seems...
Brian Shea
Sep 22, 20243 min read
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Unveiling the Significance of 2Q: A Crucial Phase for B2B Sales Revenue Success
by Lucrum Partners The dreaded annual new sales budget process. The #CFO introduces the #GTM team with the following year growth targets...
Brian Shea
May 13, 20243 min read
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"Are You Making These Content Mistakes? How B2B Sellers Can Become More Insightful"
You've probably heard B2B sellers complain that the content provided by marketing doesn't work. If you haven't heard this common...
Brian Shea
Mar 18, 20243 min read
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"Understanding the Difference: Short Term Growth Vs. Readiness to Scale for CEOs"
Scalable go-to-market (GTM) processes are strategies and frameworks designed to efficiently and effectively bring products or services to...
Brian Shea
Feb 12, 20244 min read
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Future-proofing Your Business: Revenue Enabled Leadership a MUST for Founder-led CEOs in 2024
Creating a repeatable, winning revenue generating formula for B2B marketplaces is incredible hard for founder-led CEOs. In just the past...
Brian Shea
Dec 12, 20234 min read
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CEOs Should NOT Publish a 2024 GTM Strategy Without a North Star
Headline: Data-driven organizations outperform their competitors. (But you likely already knew this) CEOs today can no longer rely on...
Brian Shea
Nov 15, 20232 min read
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Too many sales leaders have forgotten this childhood lesson
We all remember the Tupperware "Shape-O" toy. It was a round puzzle that taught young children how to fit the right blocks into the right...
Brian Shea
Jul 25, 20232 min read
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"We've been managing the wrong sales metrics........"
In a recent revenue engine maturity workshop, or simply put, the "why aren't we scaling?" session, the infographic below served as the...
Brian Shea
Jul 11, 20232 min read
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Dear CEOs, if you want a rainmaker, invest in a sprinkler system not a CRO
Early stage CEOs make a strategic error when they hire a Chief Revenue Officer (CRO) too early. CRO's are a common executive function in...
Brian Shea
May 1, 20233 min read
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Private Equity Managers Shouldn't Pay for Last Seasons Performance
If you're a sports fan, you can likely remember a sports team who traded for or signed a high priced free agent star athlete. The...
Brian Shea
May 1, 20232 min read
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Has Private Equity shifted from a rocking market to rocky market?
It's April 2023 and Anne Sraders from Fortune's Term Sheet just published "Private equity had a pretty resilient Q1, but the ‘risk is...
Brian Shea
Apr 27, 20232 min read
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