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 POV

Our Perspectives

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.

2026 GTM Predictions: The Year Growth 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.

2 hours ago

B2B Buying Behavior in 2025: 40 Stats and Five Hard Truths That Sales Can’t Ignore

Mastering the Modern Revenue Playbook to Drive Offensive Strategies

by Lucrum Partners As we move into sales kickoff season, revenue leaders face a clear crossroads: either they run their playbooks like modern offensive coordinators, studying the defense (buyers), audibling at the line, adapting the play mid-game, or they rely on familiar “best practices” that increasingly resemble last season’s Hail Mary: flashy, hopeful, but lacking precision. At Lucrum Partners, we’ve seen enough performance data to know which path wins. The New Buying Gam

3 days ago

In short, leadership churn is often the symptom. The underlying cause is a misfit between what leaders are accountable for and the systems they’ve inherited.

Understanding the Impact of Executive Turnover on Sales Leadership Dynamics

The revolving door of executive sales leadership is spinning faster than most companies realize. CROs and VPs of Sales are burning out, being replaced, or walking away, not because they’ve lost their edge, but because the systems they’re asked to run are fundamentally misaligned with how growth actually happens today.In short, leadership churn is often the symptom. The underlying cause is a misfit between what leaders are accountable for and the systems they’ve inherited.

5 days ago

Turning the One Big Beautiful Bill into a Strategic Advantage for B2B Sales Teams

When landmark legislation passes, capital doesn’t just move, it accelerates toward new opportunity. The One Big Beautiful Bill Act (OBBBA) is doing exactly that. It’s been hailed as one of the most consequential tax and capital investment bills in modern U.S. history. By expanding 100% first-year depreciation, R&D tax incentives, and qualified production property (QPP) expensing, the bill effectively reprograms corporate investment math.

Oct 20

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.

Oct 15

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