Five ways for B2B companies to support growth in an uncertain world

29th September 2025 |   Journal Of Sales Transformation

Geopolitical events and the macroeconomic environment have combined to make the global operating environment significantly trickier recently, which means B2B companies face notable pressures as they seek to adapt and grow.

However, companies can “accelerate toward above-market growth” using five “acceleration levers”, according to strategic consultants McKinsey.

McKinsey describes these actions as “practical, highimpact approaches that drive measurable results, particularly when paired with a strategy informed by a clear understanding of where you stand in the market and internal capabilities”.

It adds that these levers “strike the right balance between driving immediate impact and setting the stage for a broader, multi-year growth agenda”.

The consultancy argues that firms need to invest in sales operations to “bring the coordination and discipline needed to succeed”. It cites 2023 Gartner survey findings showing that sales operations teams dedicate 73% of their time to non-sales functions, up from 39% five years earlier, highlighting “growing underinvestment in specialized sales operations resources”.