Winning the Growth Game: What Top B2B Research Says About Client Growth—and How Lucrum Partners Helps You Execute It

Brian Shea
Jun 20
3 min read

In today’s B2B economy, growth is no longer about adding more reps or doubling down on outdated playbooks. Boards and investors are no longer impressed by size—they want strategy. The winners in today’s marketplace are those who execute buyer-aligned, insight-led, and performance-measured client growth strategies.

At Lucrum Partners, we specialize in helping growth-minded executives do just that. But we don’t rely on opinions or recycled playbooks. Our approach is grounded in the most trusted research in the market—specifically from Gartner, Corporate Visions, Forrester, and SBI Growth. We translate that research into actionable strategies and frontline behaviors that accelerate revenue.

Here’s what the latest research is telling us—and how we help you apply it.

1. Growth Starts with Existing Customers (Gartner)

Gartner’s recent research shows that companies are 3.5x more likely to hit revenue targets when they prioritize existing account growth over net-new logo hunting. Yet many sales orgs still treat renewals and upsells as “reactive” functions.

Our Take: Client growth requires a structured, proactive account strategy. Lucrum Partners enables this through:

Strategic account planning frameworks
Executive-level relationship mapping
Opportunity identification workshops using buyer intelligence

We don’t just talk about growth potential—we help teams engineer it into their motions.

2. Stop Selling—Start Elevating Conversations (Corporate Visions)

Corporate Visions’ “Great 8” buyer decision science model reveals that the most valuable client growth conversations aren’t about product—they’re about business impact. The research shows sellers who lead with unconsidered needs and commercial insight win more often and with bigger deals.

Our Take: Most sales teams are stuck in product or service pitch mode. We train and coach client-facing teams to elevate the conversation—by speaking the language of metrics, risk, industry pressures, and strategic outcomes.

We equip teams with:

Buyer-tested messaging
Role-based conversation models
ROI frameworks that align to executive priorities

In a market flooded with information, clients buy from those who make the complex clear—and commercially urgent.

3. Align the Revenue Engine (Forrester)

According to Forrester, companies with tight alignment between marketing, sales, and customer success grow 19% faster and are 15% more profitable than their peers. Yet in most firms, these teams operate on different signals, different KPIs, and different definitions of success.

Our Take: Growth doesn’t happen in silos. We help leadership teams create unified go-to-market systems that:

Tie growth metrics to customer lifecycle stages
Standardize handoffs and sales plays across the revenue org
Equip everyone with the same buyer insights and success metrics

You can’t grow what you can’t align. Our clients don’t just fix departments—they align systems.

4. Sales Talent Is a Growth Strategy (SBI Growth)

SBI Growth research shows that organizations with formal sales talent strategies outperform their peers by 23% in revenue attainment. Yet most sales teams still hire based on resumes, not competencies aligned to modern buyer expectations.

Our Take: At Lucrum Partners, we believe reskilling is the new recruiting. We work with leaders to:

Define what "top performer" means in today’s buyer-led world
Coach managers on developing those competencies
Build scalable sales enablement programs tied to pipeline velocity and win rates

Talent strategy isn’t HR’s job—it’s a growth lever.

Closing Thought: Growth Isn't an Outcome—It's a Discipline

Client growth is not a result of luck, legacy relationships, or logo-chasing. It’s the result of disciplined execution—guided by research, powered by enablement, and aligned to how customers actually buy.

Lucrum Partners helps executive teams transform their revenue engines to meet the moment. We turn modern research into real-world results.

If you're ready to stop guessing and start growing, let’s talk.