As we step into 2025, businesses across the globe are grappling with a commercial landscape in flux, shaped by both challenges and opportunities. For our Global Commercial Trends Study, we surveyed over 1700 key stakeholders from diverse industries and regions to bring you actionable insights for the year ahead. Here’s a brief overview of the key B2B trends driving commercial excellence in 2025.
2025 outlook: Optimism returns, but readiness is a challenge
After a turbulent 2024, optimism is making a comeback. But there’s still a lot of work ahead.
- Readiness gaps: Bold commercial ambitions dominate, but there’s a general lack of readiness that risks derailing even the most forward-looking plans. Only 61% of companies in our study feel prepared to execute their business initiatives.
- Changing customer demands: The dynamic nature of consumer behavior presents a challenge. Businesses must adapt quickly or lose relevance and risk profit margins.
However, 2025 is the year of immense opportunity. Companies that act decisively to close the readiness gap will be well-positioned to gain a competitive edge.
- Economic confidence: 71 percent of respondents express a positive economic outlook for 2025. The Americas and APAC show especially high confidence, while Europe also reports a 3 percent year-over-year growth in optimism.
- Revenue and profit growth: 7 out of 8 firms anticipate stable or increasing profits, with 18 percent expecting growth above 5 percent. But rising costs demand commercial excellence to protect margins.
Top B2B commercial trends to ensure success in 2025
Inorganic growth, such as M&A, is a low priority for 2025. Instead, companies are prioritizing these levers to address persistent economic uncertainty, inflation, and evolving customer behavior:
- Redesigning commercial operating models: Agility and alignment are key, as businesses rethink how they operate to meet market demands.
- Attracting talent and building commercial capabilities: Recruiting and retaining the right people is essential, particularly in APAC and Europe.
- Embracing digitalization to improve commercial efficiencies: Tools like data analytics and CRM systems are being deployed, especially in the Americas, to enhance efficiency and decision-making.
- Driving innovation to adapt to new market reality: Companies are focused on launching new products and services that address shifting customer needs.
Another positive development is the clear pivot from reactive cost-cutting to proactive commercial strategies, with only 20 percent of respondents prioritizing cost-saving measures alone. This shift reveals a growing focus on creating value and achieving sustainable B2B growth.
Your next step toward commercial excellence with us
Our decades of expertise in B2B pricing, strategy, and commercial transformation can help you map out our next steps. At Simon-Kucher, we believe 2025 is also the year of action. The steps we take today will define success for years to come. By prioritizing strategic initiatives—especially around talent and digitalization—businesses can address readiness gaps effectively and turn ambition into results.
If you’d like to explore how we can help you tackle these B2B trends and opportunities, let’s connect.
