Relevance is Revenue. We Help You Deliver Both.

Lucrum (n.) "material gain, advantage, profit"

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Institute for Effective Professional Selling Key Note

Events

Media & Events

We are hands on execution coaches.

Service Capability

SERVICE CAPABILITIES

64% of CEOs do not have confidence in their teams GTM execution (SBI Growth)

60% of qualified pipeline deals end in no decision (SBI Growth)

74% of decision makers choose a buying vision (Corporate Visions)

53% of buyers say a losing vendor could have won the deal (Corporate Visions)

Insights

Media

We Understand The Foundation of Sales Excellence

Premiere Sales Employer Award from the Institute for Excellence in Sales

59%

Sellers fail to grasp the buyer's unique goals

Testomonials

Our Fans

Jennifer Ives

CEO, Board Member

"While working with Brian, our global organization experienced immediate benefits after embracing formal sales methodologies and talent management rigor to strengthen our sales team. His impact was profound, with a focus on accessing sales industry research and experts who could translate said research into actionable motions. Shifting to intentional sales coaching and development was a game changer, resulting in noticeable improvements to our team’s performance."

Heather Combs

CEO, Board Member

"I saw the commercial impact of updating our sales talent profiles, implementing modern selling methodologies, and doubling down on coaching our front line sales leaders. Training was key for standardizing processes and ensuring consistency across the combined sales and marketing departments. Our commercial team improved close won rates, average deal size, and predictably of pipeline forecasts.”

David Steiner

CEO

"Lucrum Partners was recommended to our team by a trusted colleague. He led us through a series of insightful questions about the status of our business. Refreshingly frank, Brian outlined where we needed to improve and concrete plans to make changes. He then engaged our team on a focused strategy planning session that was strong on implementation and execution. The entire team is engaged for success and has clear lines of sight on where we are headed.”

Mike McCann

CEO

"Lucrum Partners helped us communicate leadership's expectations of our new Sales Process and System to the business in a way that provided coachable behaviors to the team leaders and a path forward for training and messaging. Their workshop at our Sales Meeting was integral to the event's success and to the roll out of our Sales System company-wide"

Kim Scribner

Senior Director, Transformation

"As a life-long agilist and business leader, I was able to see first hand how Brian brings together leading change management practices and his experience with building sales organizations. The commercial impact of benchmarking industry leading practices, under Brian's guidance, provided a maturity model for account management processes and product management strategy. Together this allowed our client to see how proposed customer centric structure and formal process design could drive new revenue.

Brian is a pragmatic sales leader that is capable of helping organizations pivot to maximize their effectiveness in relationship management."

Kim Mirazimi

Chief Revenue Officer

We saw immediate benefits of embracing formal sales methods and talent management rigor to rebuild our sales team. I recognize the impact of having access to sales industry research and experts who could translate the research into actionable motions. Shifting to intentional coaching and development was a game changer in improving our sellers' performance.”

Kate Mistry

AVP/Director, Learning & Engagement

"Lucrum Partners was easy to work with from planning to execution. Brian quickly understood what we wanted and was able to translate that vision to develop and deliver a compelling session to our branch leaders in addition to helping us establish messaging, coaching, and a sales framework we could use across the Company. His insight into the Sales process and crafting a Sales system has made our processes much easier to train to, and for that, we're all grateful."

Rich Beatty

Founder, Partner

"Brian is a sales management strategist, tactician, and organizational rock star! I had the pleasure of working with him this year on a very challenging consulting engagement for an association in the financial industry. Brian brought a capability to translate industry best practice into a highly relevant customer-centric solution for our client. His expertise in designing modern account management recommendations with an emphasis on talent strategy that ensures the right people are in the right seats was invaluable. Perhaps most importantly, Brian demonstrated pitch-perfect listening skills to help a variety of client stakeholders understand how our recommendations fit their needs and exactly what will be required for them to transform into a more effective organization"

Our Blogs

Our Perspectives

Make GTM Execution Great Again

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.

23 minutes ago

Your 2026 GTM Plan Is Already Obsolete: Why Buyers, and AI, Now Run the Show

2026 is shaping up to be the year when traditional go-to-market (GTM) strategies finally collapse under their own weight. The funnels, lead-hand-offs, and stage-gated campaigns that once powered predictable growth are now failing to keep up with a new kind of market dynamic—where buyers are self-directed, AI curates the shortlist, and alignment is the only multiplier that matters.

Oct 6

Churn is not just a client experience problem—it’s a revenue math nightmare.

Customer Trust: The Silent Killer of 2026 Revenue Plans

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

Oct 3

What Twisted Sister Can Teach CEOs About Conviction and Market Positioning

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.

Sep 25

Rethinking Revenue Strategies: Focus on Hiring High Predictors Over Firing Low Performers

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.

Sep 9

About

ABOUT

Enter the Executive Elevation Era

Lucrum Partners helps build the sales team of the future where teams become fluent in executive language—and that means transforming how reps message, engage, and influence in the boardroom.

This isn’t just about tweaking messaging—it’s about transforming seller behavior at the moments that matter most. That’s where Lucrum Partners’ Executive Elevation and Executive-Level Selling Enablement Curriculum come in.

These aren’t theoretical programs. They’re built from battle-tested frameworks (like Corporate Visions’ “Why Change / Why Now” and “Winning the C-Suite”), fused with research-backed insights from Gartner and Forrester, and pressure-tested in real buyer conversations.

Contact

CONTACT

Ready to Improve Relevance & Revenue?

info@lucrumpartners.co

Tel: 703-999-9546