1、B2B Commercial Trends Study 2023Adapting to future commercial reality as top priority but readiness is lacking behindJanuary 2023January 2023Brad SoperAtlanta office1201 W Peachtree St NW,Suite 2700Atlanta,GA 30309,USATel.+1 404 601 6001 brad.sopersimon-Pre-read with preliminary data(US only)Note:Fi

2、nal version to be in new Simon-Kucher layoutWhats in store?B2B Commercial Trends Study 2023Source:Simon-Kucher123ContentSimon-KucherB2B Outlook and Trends 2023Trend ResponseEvaluation of B2B outlookandtrends for 2023Action items andtrend responseSurvey of over 900key stakeholders fromvarious B2B ind

3、ustriesiStock/Lemon_tm2B2B Commercial Trends Study 2023Source:Simon-KucherB2B Outlook and Trends 20231recession threat remains imminentCompanies are cautiously optimistic towards 2023whilecompanies do not feel prepared enough to actAdapting to the future commercial reality is top of mind for firmsbu

4、tTake action now and realize commercial performance effectsWe are currently facing a looming recession,but with the right preparation,there is still reason to be optimistic3B2B Outlook and Trends 2023Economic outlook is neutral to cautiously positive despite recession clouds US most optimisticB2B Co

5、mmercial Trends Study 2023Source:Simon-Kucher,Economic Outlook Study 2023 conducted from Dec 2nd,2022 to Jan 5th,2023|Total n=992|1.Regions included US,UK,Netherlands,Germany,Austria,Switzerland,Denmark,Norway,Sweden,Finland|Survey question:How would you describe the economic outlook for your compan

6、y for 2023?|Surveyed industries:Aerospace&defense,Automotive,Business Services,Chemicals,Components,Construction,Education,Energy,Logistics,Manufacturing machinery,Media/Marketing/Advertising/PR&Sales,Paper&Packaging,Real estate,Transportation&Distribution|Dont know excludedEconomic outlook 2023,ave

7、rage ratingPoorExcellentNeutralSample average11Individual regions4B2B Outlook and Trends 2023Firms see the most potential in regions outside of EuropeB2B Commercial Trends Study 2023Source:Simon-Kucher,Economic Outlook Study 2023 conducted from Dec 2nd,2022 to Jan 5th,2023|Total n=992|Survey questio

8、n:Please rank the following:For your industry,which region do you anticipate to have the most negative economic outlook for 2023?|Surveyed industries:Aerospace&defense,Automotive,Business Services,Chemicals,Components,Construction,Education,Energy,Logistics,Manufacturing machinery,Media/Marketing/Ad

9、vertising/PR&Sales,Paper&Packaging,Real estate,Transportation&Distribution|Dont know excluded1.52.02.5Axis TitleMostpositiveLeastpositiveRest of theWorldRegionEconomic outlook,average ranking of regionsNorthAmericaAPACEurope15B2B Outlook and Trends 2023Three quarters of firms expect stable or increa

10、sing profits despite economic uncertaintyB2B Commercial Trends Study 2023Source:Simon-Kucher,Economic Outlook Study 2023 conducted from Dec 2nd,2022 to Jan 5th,2023|Total n=992|1.Rounding difference|Survey question:How much will your profit probably change 2023 vs.2022(in%)?|Surveyed industries:Aero

11、space&defense,Automotive,Business Services,Chemicals,Components,Construction,Education,Energy,Logistics,Manufacturing machinery,Media/Marketing/Advertising/PR&Sales,Paper&Packaging,Real estate,Transportation&Distribution|Dont know excluded-5%or lower10%-1%to-5%17%+5%or more12%+1%to+5%25%Unchanged35%

12、3/4thof respondents expect stable or increasing profits1/4thof respondents expectdeclining profitsExpected profit change in 2023 compared to 2022,distribution of responses11 Most optimistic sectors:Manufacturing machinery and Paper&Packaging Most pessimistic:Aerospace&Defense and Chemicals6B2B Outlo

13、ok and Trends 2023Both commercial levers and cost cutting seen as a major instruments to face a recessionB2B Commercial Trends Study 2023Source:Simon-Kucher,Economic Outlook Study 2023 conducted from Dec 2nd,2022 to Jan 5th,2023|Total n=992|1.Rounding difference|Survey question:For your company,how

14、do you plan to mitigate the impact of a forthcoming recession?|Surveyed industries:Aerospace&defense,Automotive,Business Services,Chemicals,Components,Construction,Education,Energy,Logistics,Manufacturing machinery,Media/Marketing/Advertising/PR&Sales,Paper&Packaging,Real estate,Transportation&Distr

15、ibution|Dont know excluded1Planned recession mitigation measures,distribution of responses14%23%47%20%5%Cost cuttingonlyMostly costcuttingEqualMostlycommercialCommercial onlyCost-cuttingmeasuresCommercialinstrumentsof respondents see commercial levers as important tools to tackle a recession,27%look

16、 mainly to cost cutting73%7B2B Outlook and Trends 2023In an undifferentiated view,firms consider themselves prepared to tackle a recessionB2B Commercial Trends Study 2023Source:Simon-Kucher,Economic Outlook Study 2023 conducted from Dec 2nd,2022 to Jan 5th,2023|Total n=992|1.Rounding difference|Surv

17、ey question:For your company,how would you rate your ability to react and adapt to a forthcoming recession?|Surveyed industries:Aerospace&defense,Automotive,Business Services,Chemicals,Components,Construction,Education,Energy,Logistics,Manufacturing machinery,Media/Marketing/Advertising/PR&Sales,Pap

18、er&Packaging,Real estate,Transportation&Distribution|Dont know excluded1Ability to adapt and react to a recession,distribution of responses13%9%35%41%13%Very lowLowNeutralHighVery highLow reactioncapabilitiesHigh reactioncapabilitiesof respondents estimate to have a high or very high ability to reac

19、t to a recession54%Most able:Aerospace&Defense and ComponentsLeast able:Energy and Paper&Packaging8B2B Outlook and Trends 2023Taking a differentiated view,there are various commercial trends that firms must focus on to navigate well through 2023B2B Commercial Trends Study 2023Source:Simon-Kucher,Eco

20、nomic Outlook Study 2023 conducted from Dec 2nd,2022 to Jan 5th,2023|Total n=992|Survey question:Please rate the importance of the following trends for your company.|Dont know excluded|Normalized results1Importance of commercial trends,average rating relative to least and most relevantAttracting tal

21、ent and recruiting commercial capabilitiesAdapting the commercial operating model to the futureMitigating impact of recession while protecting marginsMitigating inflation pressure and passing on increased costs to protect marginsDriving business model innovation with sustainability(new segments,new

22、products,etc.)Organizing and aligning commercial teams in a digital age100%95%87%86%85%85%Managing pressure of new/low costcompetitionTransitioning to recurring revenue(i.e.from transactional to recurring sales)Introducing dynamic pricing and offersIncreasing online sales(e.g.serving customers using

23、 digital channels)Offering less expensive alternative(LEA)to cope with shortages or demand shiftSucceeding with inorganic growth(M&A)42%41%35%26%25%0%Adapting the sales strategy through prioritization of markets/customers and smart segmentationDirecting sales resources to market growth opportunities

24、 and increased efficiencyDealing with highly professionalized procurement departmentsCreating new digital offerings to match new market demandsUsing digital(e.g.analytics and CRM)to improve sales efficiencyMitigating supply chain disruptions82%74%69%68%66%57%9B2B Outlook and Trends 2023However,compa

25、nies still lack readiness in important topicsImportance1Importance and readiness of commercial trends,average rating relative to lowest and highestHighly relevant(100%)Ready for challengeAction recommendedActionrequiredAttracting talent and recruiting commercial capabilitiesAdapting commercial opera

26、ting modelProtecting margins from recessionPassing on cost increasesDriving sustainable innovationOrganizing and aligning commercial teams in a digital ageAdapting sales strategyDirecting sales resources to market growth opportunitiesDealing with highly professionalized procurementCreating new digit

27、al offersUsing digital solutions to improve sales efficiencyMitigating supply chain disruptionsFirms need to take action now to get ready for the most important issuesB2B Commercial Trends Study 2023Source:Simon-Kucher,Economic Outlook Study 2023 conducted from Dec 2nd,2022 to Jan 5th,2023|Total n=9

28、92|Survey questions:Please rate the importance of the following trends for your company.and How would you rate the readiness of your current set-up to react to the relevant trends?|Dont know excluded|Normalized resultsReadinessVery low(0%)Very high(100%)Not relevant(0%)Neutral(50%)Neutral(50%)10iSto

29、ck/Suppachok-NuthepTrend ResponseHow commercial levers help companies navigate a poly-crisis worldB2B Commercial Trends Study 2023Source:Simon-KucherFollow the call to action oncurrent trends andadapt to the futureInitiate response strategyDevelop an action plan to protect your margins in 2023Initia

30、te a price increase campaign in a timely manner to face the high-inflation environmentReach the next level on your journey to commercial excellence by responding to B2B business trends 2023Lay the foundationBenefit from the still positive business outlook and be on the winning side with profit-orien

31、ted revenue increases211Simon-KucherSimon-KucherB2B Commercial Trends Study 2023Source:Simon-KucherCommercial excellence is what we are all about.Facts and figuresGlobal locations:42 offices|27 countries|2,000 employees|1,300 projects per yearMarketing,Brand&PricingSales&CRMMarketing,Brand,PricingSa

32、les,Aftersales,CRMAnalytics,Big DataMarketing,Brand&PricingMarketing,Branding,PricingSales,Aftersales&CRMbrand eins/thema special edition Consultancies 2022,together with Statista:Best Consultancies in Germany,No.1,2022ForbesFinanz und WirtschaftFinancial Times,list of the UKs Leading Management Con

33、sultants,silver category,on par with other consultancies,2022Forbes,survey of the best management consulting firms in the US,3-stars rating,2022Finanz und Wirtschaft,survey of the best management consultancies in Switzerland,5-stars-rating in Marketing,Brand,Pricing/Sales,Aftersales,CRM,4-stars-rati

34、ng in Analytics,Big Data,2021Financial Timesbrand eins/Statista Recognized across 12 sectors and functional areas,Simon-Kucherwas one of only five consultancies in the world to be awarded five stars for the Marketing,Brand&Pricing functionForbes,2022,together with Statista:list of the Worlds Best Ma

35、nagement Consulting Firms,2022312Simon-KucherYour contact at Simon-KucherB2B Commercial Trends Study 20233Brad SoperGlobal Head of IndustrialsTel:+1 404 601 6005brad.sopersimon-1201 W Peachtree St NW,Suite 2700Atlanta,GA 30309Atlanta,USA13Philipp BiermannSenior PartnerTel:+49 221 36794 303philipp.biermannsimon-Im Zollhafen 2450678 CologneGermanySimone SchneiderPartnerTel:+41 44 22650 87simone.schneidersimon-Loewenstrasse 18001 ZurichSwitzerland