西蒙顾和：2026年商业趋势研究报告：平衡雄心与现实（英文版）（26页）.pdf

1、 Simon-Kucher IManaging ambition with realityCommercial trends study 2026January 2026 Simon-Kucher I Simon-Kucher IIntroduction to this studySource:Simon-KucherCommercial trigger points for 2026Priorities,trade-offs,and measuresSimon-Kucher perspective:turning ambition into excellenceIn 2026,B2B com

2、panies are entering with growth ambitions following a turbulent period marked by inflation,cost pressure,and shifting customer behavior.While optimism is present,many of the structural challenges from recent years remain unresolved,revealing execution capability as the decisive constraint between am

3、bition and results.2Whats in store?Opinions and viewsof over1900key stakeholders from various B2B industriesCommercial Trends Study 2026 Simon-Kucher IFor 2026,commercial excellence becomes the decisive differentiator between firms that grow and firms that outperformExecutive summary:B2B companies e

4、nter 2026 with renewed optimism and clear growth ambitions,but performance in 2026 will be defined less by strategy choices and more by execution capabilitySource:Simon-Kucher,Commercial Trends Study 2026 conducted from Dec 8th 2025 to Jan 9th 2026|Total n=1948|3 Simon-Kucher IObservationPositive ex

5、pectations for 2026ImplicationPlan for growth,but design for volatilityImproved confidence in tech-driven changeEconomic uncertainty and talent constraintsRevenue expectations are positiveProfit expectations are positiveMargin upside remains limitedValue depends more on discipline than growthPricing

6、 power and execution quality will decide winnersClosing the execution gap drives performancePriority of commercial measures over cost cuttingFocus on operating model redesign,digital,and talentSales execution is deprioritized in some regionsCompanies show strong commercial ambitionsKey priorities ar