Several ideas.. One is the brake pedal/light switch. If any of the following conditions exist the cruise will not work.
1: Speed too slow (Not sure what the cut off is, 20 mph it won't work)
2: Foot on brake pedal
3: Brake light switch stuck ON
4: Brake lights burned out
5: Brake light fuse blown
6: Bad speed sensor. (Should affect speedometer).
and then there are computer and control issues, bad parts and so on. On Drive by wire motors like the modern 8.1L ... there are fewer parts unique to the Cruise.
MOST common causes of Cruise malfunctionb are brake pedal/switch related.