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Bill Lucken

Partner

Detroit Office

Bill is a Partner in Martec’s Royal Oak office, bringing over 30 years of experience in consulting and market research. He has successfully led more than 350 projects, assisting clients in optimizing revenue with actionable insights and competitive market positioning. Known for his expertise in both qualitative and quantitative methodologies, Bill is also a specialist in supporting private equity firms through commercial due diligence, aiding their strategic growth. His analytical approach and hands-on problem-solving have made him a trusted advisor for some of the largest B2B firms across diverse industries and verticals. As Martec’s Chief People Officer, Bill also leads the company’s human resources strategies, fostering a culture of growth and leadership development.

Outside of work, Bill enjoys quality time with his wife and three children, exploring exotic travel destinations, mentoring young professionals, and cheering on Detroit’s sports teams.

Areas of Focus

  • Private Equity
  • Market Sizing

Authored Insights

Building for a Leaner Crew: What the Labor Shortage Demands from Product Innovation

Market Sizing & Opportunity Assessment, Pricing Research, Strategic Planning, Building & Construction

The construction industry's workforce gap is accelerating a new era of product development. Here's how manufacturers can get ahead of it: What the labor shortage demands from product innovation...

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Winning in Export Markets Requires More Than Showing Up

Market Sizing & Opportunity Assessment, Food & Beverage

One of the most persistent gaps in export promotion is the distance between how boards think about their markets and how buyers in those markets actually make purchasing decisions. That means that a market can look highly promising from a strategic planning perspective while presenting significant friction at the transactional level, friction that determines whether a first order becomes a second one.

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The Workforce Crisis Is a Product Problem. And Manufacturers Are Missing It.

Brand Research, Market Sizing & Opportunity Assessment, Building & Construction

When manufacturers understand the true economic value their products deliver in a labor-constrained environment, they gain a powerful foundation for pricing strategy, product development, and sales messaging.

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Post-Close Value Creation: Why the Real Work Starts After the Deal Closes

Commercial Due Diligence, Market Sizing & Opportunity Assessment, Strategic Planning, Private Equity

The highest-performing PE teams don’t treat value creation as a separate phase from diligence. They connect them. They use diligence not just to decide whether to buy, but to build the first actionable roadmap for what to do once they own. Post-close is where the investment thesis either becomes a repeatable plan or gets buried in PowerPoint promises.

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The Anatomy of a Defensible Agricultural Export Market

Market Sizing & Opportunity Assessment, Food & Beverage

One of the most valuable (and often most uncomfortable) steps in market assessment is a candid evaluation of where U.S. supply holds real advantage. In U.S. agricultural markets, these perceived advantages are meaningful differentiators. In others, they are simply expected. Identifying and validating these opportunities requires a willingness to look beyond conventional rankings—and an analytical approach that can distinguish emerging viability from speculative potential.

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The Hard-to-Reach Imperative

Brand Research, Commercial Due Diligence, Competitive Intelligence, Innovation Research, Market Sizing & Opportunity Assessment, Pricing Research, Strategic Planning, Voice of Customer

In complex B2B markets, the individuals who hold the most meaningful insights are often the least accessible. When researchers reach the right voices, even when doing so requires creativity, persistence, and unconventional approaches, the insights gained are often more nuanced, more grounded, and far more actionable.

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Export Growth in Agricultural Commodities Will Require More Than Mere Market “Access”

Market Sizing & Opportunity Assessment, Food & Beverage

Export growth remains essential to the long-term health of U.S. agriculture. But in an increasingly competitive and uneven global environment, success depends less on how many markets are pursued and more on how deliberately those markets are chosen.

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