1、Facing a new commercial realityCommercial trends study 2025December 20242Introduction to this studySource:Simon-KucherEvaluation of the B2B outlook and trends for 2025Action items and trend responseSimon-Kuchers recommendationsIn the dynamic landscape of 2025,companies have an optimistic outlook eme

2、rging from a turbulent 2024.Companies face exciting opportunities amidst global phenomena like macroeconomic shifts,innovation,evolving labour markets,and more.iStock/ipopbaWhats in store?Opinions and viewsof over 1700key stakeholders from various B2B industriesCommercial Trends Study 20254Executive

3、 summary|Companies are optimistic about 2025 and are planning initiatives to surpass their 2024 performance yet they are lacking readiness to execute1)Average readiness of top 3 most important trends Source:Simon-Kucher,Commercial Trends Study 2025 conducted from Oct 31st2024 to Nov 13th2024|Total n

4、=1705A.Evaluation of B2B outlook and trends for 2025B.Action items and trend responseA1B1Economic turmoil,shifts in customer behavior and inflation-and interest rates are still presentAnd although being present for the past years,companies are lacking the readiness to combat the trendsCompanies are

5、mainly considering commercial measures to mitigate the market situationFirms are looking across the globe to extract the potential from the intended commercial measures rather than specific regionsA2B2Despite troublesome market conditions,optimism is back with B2B companiesThere is an optimistic eco

6、nomic outlook for 2025,especially outside of Europe where 75%thinks of 2025 as a positive year Adapting the commercial engine is of focusAttracting talent and recruiting commercial capabilities along with aligning the commercial strategy to a new reality is top of the agenda,with low readiness among

7、st companiesA2B3Profits and revenue will grow,but commercial effectiveness is lagging behindB2B companies are expecting to go back to revenue and profit growth in 2025,but the commercial effectiveness is trailing due to continued increases in costGeneral lack of readinessDespite having bold commerci

8、al ambitions for 2025,a lot of firms are lacking the readiness to drive and execute the listed initiatives and risk to fall short of their ambitionsInflation andinterest ratesShifts in customer behaviorEconomic uncertaintyOnly32%of companiesconsider themselves ready1Most important trends and factors

9、71%Companies have a positive outlook87%expecting stable or increased profits66%82%Cost-cuttingCommercial measuresAttracting talent and recruiting commercial capabilitiesLaunching new innovative productsAligning the commercial strategy to new market realityImportanceMost important Initiatives61%Of co

10、mpanies consider themselves ready“Commercial Trends Study 2025-1%ptsSince 2024 Despite being present and driving factors in 2024,companies are still struggling to cope with the inflationary environment,economic uncertainty and talent gap and retention There is an instilled confidence with firms tore

11、spond to sustainability and ESG trends in 2024 The geopolitical uncertainty is not expected to be of great importance to the B2B business around the globeB2B outlook|Market conditions from 2024 are expected to persist and continue challenging firms in 2025A1Source:Simon-Kucher,Commercial Trends Stud

12、y 2025 conducted from Oct 31st2024 to Nov 13th2024|Total n=1705|Survey questions:How important are the following trends for your business in 2025?“;How ready is your company with its current set-up to react to those important trends?“|Dont know excluded|Normalized resultsImportanceHighly relevant(10

13、0%)ReadinessVery low(0%)Very high(100%)Not relevant(0%)Neutral(50%)5Importance and readiness of commercial trends,average rating relative to lowest and highestEconomic turmoil,shifts in customer behavior and inflation-and interest rates.are still presentIncreased economic uncertaintyShifts in custom

14、er behaviourHigh inflation,high interest rate environmentTech,automation and GenAITalent gap and retentionSustainability and ESGSupply chain pressureGeopolitical uncertainty(e.g.war in Ukraine and Middle East)MitigatedtrendsBehaviourAffectersHeadache makersCommercial Trends Study 2025Move from last

15、years studyCompanies increased readiness for tech,automation,and GenAIis likely biased by the frequent mention of generative AI throughout past yearSource:Simon-Kucher,Commercial Trends Study 2025 conducted from Oct 31st2024 to Nov 13th2024|Total n=1705|Survey questions:“How would you describe the e

16、conomic outlook for 2025 for your company?|Dont know excluded6Despite troublesome market conditions,optimism is back with B2B companiesB2B outlook|Despite turbulent conditions,the economic outlook for 2025 is positive while being less positive for both Americas and APAC compared to last year66%81%75

17、%EuropeAmericasAPAC71%Of respondents foresee a positive economic outlook for 2025+2%compared to 2024 Southern Europe most positive sub-region with Norway and Switzerland the most optimistic amongst all countries Finland least optimistic country with 50%being positive about 2025 outlook Only 10%of re

18、spondents consider the outlook for 2025 to be negative Most optimistic outlook in APAC and Americas,but still positive in Europe Brightest outlook in Brazil with -10%Between-10 to-3%More or less on 2023levelBetween+3 to 10%+10%(i.e.increase)Cost developmentPrice development57%Of respondents expect a

19、n increased revenue in 2024Need for commercial effectiveness measures to protect margins2%11%44%28%15%2%18%48%24%8%Cost cuttingonlyMostly costcuttingEqualMostlycommercialCommercial only9Companies are mainly considering commercial measures to mitigate the market situation2025 mitigating measures|Comm

20、ercial topics seen as powerful mitigation measures by most of the companies Source:Simon-Kucher,Commercial Trends Study 2025 conducted from Oct 31st2024 to Nov 13th2024|Total n=1705|Survey question:For your company,how are you mitigating the challenges posed by the current macroeconomic environment?

21、“|Dont know excluded Only 1/5 of respondents look mostly at cost cutting Commercial topics seen as crucial to mitigate the challenges posed by the current macroeconomic situationB1Americas mitigating measures are more commercial than in other regions 85%consider commercial topics at least as much as

22、 cost cutting measures 15%focus only on commercial measuresSimilar situation in Europe and APAC 80%consider commercial topics at least as much as cost cutting measures 2%focus only on cost cutting APAC with a relatively high share of companies considering both cost-cutting and commercial topics as e

23、qually importantCOSTSCOMMERCIALEuropeAmericasAPAC2%16%54%20%8%Higher%vs other regionsCommercial Trends Study 2025-7%ptsSince 2024+7%ptsSince 2024-1%ptsSince 2024Prioritized planned commercial initiatives for 2025 include:The redesign of commercial operating model and strategy to fit a changing marke

24、t and different requirements Launching new innovative products The recruitment of new talents and commercial capabilities that drive the business The use of digitalization to improve commercial efficiencies Organizations are de-prioritizing inorganic growth(M&A)as a strategy to address 2025 challeng

25、es,ranking it among the least important levers10Adapting the commercial engine is of focusCommercial initiatives|Companies are planning commercial initiatives to react to the current situation main focus on commercial operating model,and digitalizationImportance and readiness of commercial initiativ

26、es,average rating relative to least and most relevantSource:Simon-Kucher,Commercial Trends Study 2025 conducted from Oct 31st2024 to Nov 13th2024|Total n=1705|Survey questions:How important are the following commercial initiatives for your business in 2025?“;How ready is your company with its curren

27、t set-up to carry out those important commercial initiatives?“|Dont know excluded|Normalized resultsActions related toImportanceTop 2 initiatives by commercial areaAttracting talent and recruiting commercial capabilitiesRedesigning the commercial operating model to fit the futureProfessionalizing sa

28、lesFrom selling products to selling solutionsPrice increasesTransitioning to recurring revenueLaunching new innovative productsDevelop new sustainable offeringsUsing digital to improve commercial efficiencyCreating new digital offerings to match new market demandsAligning the commercial strategy to

29、new market realityEntering new segments or geographic marketsSucceeding with digital marketingIncreasing marketing-spend effectivenessB2ReadinessTop 5 initiatives overallLowest level of readiness on the most important topic Highly importantNot as importantCommercial strategyProduct offeringSalesPric

30、ingCommercial operating model and organizationDigitalMarketingCommercial Trends Study 2025Decreasing readiness compared to 2024Increased importanceChange since 2024Decreased importanceSame importanceEurope Major focus on redesigning the commercial operating model and strategy to the future,attractin

31、g talent and digitalizationCommercial operating model and organization1235411Commercial initiatives|Organizations aim to redesign their operating models and attract talent,using digitalization as a key lever to navigate changing market dynamicsPrioritized commercial areas of development for 2025(top

32、 5,by region)Source:Simon-Kucher,Commercial Trends Study 2025 conducted from Oct 31st2024 to Nov 13th2024|Total n=1705|Survey questions:How important are the following commercial initiatives for your business in 2025?“|Dont know excluded|Normalized results Commercial operating model and organization

33、 and digital are the 2 major planned initiatives for 2025 Sales considered as important initiative in APAC and Americas Product offering being an important initiative in Europe and APACAdapting the commercial engine is of focusB2Product offeringProduct offeringSalesSalesDigitalMarketingMarketingComm

34、ercial operating modeland organizationCommercial operating model and organizationCommercial strategyAmericas Major focus on using digital(e.g.analytics and CRM)to improve commercial efficiency with organizing and aligning commercial teams in a digital age also being an important goalAPAC Major focus

35、 on redesigning the commercial operating model,with attracting talent,recruiting commercial capabilities as well as organizing and aligning commercial teams in a digital age being important leversDigitalSalesDigitalProduct offeringCommercial Trends Study 2025-2+1+3+1-1+3newnewnew+xHigher thanlast ye

36、ar-xLower thanlast yearnewNew top 5 area-2EuropeAmericasAPACReadiness|While commercial actions,particularly the operating model,are a management priority,companies still lack readiness in key areasImportanceB3Highly relevant(100%)Ready for challengeAction recommendedActionrequiredSource:Simon-Kucher

37、,Commercial Trends Study 2025 conducted from Oct 31st2024 to Nov 13th2024|Total n=1705|Survey questions:How important are the following trends for your business in 2025?“;How ready is your company with its current set-up to react to those important trends?“|Dont know excluded|Normalized resultsReadi

38、nessVery low(0%)Very high(100%)Not relevant(0%)Neutral(50%)Neutral(50%)13Importance and readiness of commercial initiatives,average rating relative to lowest and highestGeneral lack of readinessAttracting talent and recruiting commercial capabilitiesLaunching new innovative productsAligning the comm

39、ercial strategy to new market realityUsing digital(e.g.analytics and CRM)to improve commercial efficiencyRedesigning the commercial operating model to fit the futureProfessionalizing salesOrganizing and aligning commercial teams in a digital ageCreating new digital offerings to match new market dema

40、ndsSucceeding with digital marketingIncreasing marketing-spend effectivenessPrice increasesDevelop new sustainable offeringsFrom selling products to selling solutionsEntering new segments or geographic marketsTransitioning to recurring revenueFirms need to take action now to get ready for the most i

41、mportant issuesCommercial Trends Study 2025Move from last years studyOptimistic outlookLaunching commercial initiativesLacking readinessChoose your battles wisely-embrace the opportunities of the digital age and prioritize the commercial strategies that will define success in 2025 and beyond14Simon-

42、Kuchers recommendations2025 is the year for actionSource:Simon-Kucher,Commercial Trends Study 2025 conducted from Oct 31st 2024 to Nov 13th 2024|Total n=1705 iStock/ipopbahave an optimistic outlook on 2025,with even higher numbers in Americas and APAC where 75%think of 2025 as a positive year indica

43、tingopportunities for growth71%are looking into launching commercial initiatives that not only enhance their business but transforming and adapting them to the new reality82%find themselves lacking readiness to implement and launch the desired initiatives despite high ambitions of commercial excelle

44、nce in 2025,presenting an opportunity for getting ahead of competition39%Three reasons why to actSimon-Kuchers recommendationsCCommercial Trends Study 2025Pricing excellenceMarketing excellenceTransaction services15Simon-Kucher is your trusted advisor on commercial topics to excel in 2024Source:Simo

45、n-Kucher project databaseSimon-Kuchers recommendationsChannel set-up and mgmt.Hybrid sales operating modelSales force effectivenessSales excellenceefficiency gain and sales time10%Higher hit-rate(win/loss)Better customer penetrationMarket prioritizationValue proposition and USPsCustomer journey and

46、segmentationGrowth strategy Improved share of wallet Increased sales effectiveness via targeted approachImproved strategy realization rate+30%Portfolio extension*Multi product line strategyBundling and offeringPortfolio and digital growthflop rate reduction20%Less cannibalization between product lin

47、es Higher value-orientationCommercial transformation programs/Tracking and KPIs/Data,platform,and IT capabilitiesCiStock/Tetiana-VoitenkoGet in contact to receive an individual benchmarking against our commercial KPI databaseSK Internal:each vertical to adapt slide based on their findingsCommercial

48、Trends Study 2025Our clientsOur clients come from 120+industries and range from Fortune and FTSE 100 firms to unicornsOur people Specialists in Commercial Strategy and Pricing Consulting,Transaction Services and Private Equity,Digital and Software Our partners and experienced leadership team are han

49、ds on,delivering results at paceOur sector expertiseConsumer Financial Services Healthcare and Life SciencesIndustrialsTechnology Media and Telecoms16iStock/metamorworks45 Offices30Countries2,000+Employees1985Founded190PartnersSimon-Kucheris the leadingglobal consulting firm specializing in unlocking better growth.Simon-Kuchers recommendationsCCommercial Trends Study 2025