• 2. Operating on multiple strategic tracks

Companies are now seen to be moving along multiple strategic tracks instead of relying on a single master plan. This is to address dual challenge of keeping up with fast-moving current day shifts while also getting ready for deeper structural transformation required to meet long term challenges like in-sourcing and operating with global level constraints 

Insight applied to sales: Just as companies require multiple strategies, sales professionals require to broaden their range of skills. Uncertainty in the business environment and rapid changes in technology and Customer expectations have made continuous learning essential for sales professionals.  As the half-life of skills shortens, the ability to reskill and upskill has become a critical driver of success. 

• 3. Ecosystem mastery defines success

Firms are the sum of their capabilities and networks and that has become the determinant of their success. Apart from engaging in their core activities, companies have moved to building and orchestrating a ecosystem of partners, suppliers, designers and other platforms to produce goods.

Insight applied to sales: Mercuri International’s Future State of Sales survey of 2025 uncovered a strong   emphasis on collaboration. This means that salespeople must be capable of building an ecosystem of cross functional support that can promote a deeper and advisory engagement with Customers. Given the uncertainties with which most businesses operate today, efforts of the individual salesperson alone may not be sufficient to put together the customised solutions required by each Customer. It takes an entire ecosystem to make it possible.

4. 4. Abandon perfection in favour of iteration

“Companies need to reframe risk as opportunity and move fast. In an ever-changing environment, waiting for a perfect set of circumstances before making a decision will create stasis.” Iteration must be favoured over perfection. Ability to experiment small and pivot quickly could be vital for thriving on uncertainty 

Insight applied to sales: With growing buyer expectations, sales teams must be open to experimenting with crafting creative solutions for pressing problems that Customers experience in an uncertain world. This calls for quick iterations without waiting for perfect solutions to emerge, which is the essence of action learning  

• 5. Innovation squads and the startup advantage

Small and nimble teams are important for avoiding operational overwhelm that will come in the way of companies meeting Customer needs in these uncertain times. While startups are best placed to fit into this rubric, even big companies can create their own innovation squads that work parallelly with their core business teams to address client demands 

Insight applied to sales: Creative thinking and problem-solving emerged as the fourth most important skill Mercuri International’s Sales Skills Survey. For salespeople too, the ability to develop innovative ideas, solutions, and approaches to address business challenges is essential to unlock opportunities even in the face of growing uncertainties. 

• 6. Alignment across sectors and industries will offset risk

Complications and complexity create their own opportunities.  When new technologies and new geopolitical realities raise and deepen complexities, new business models and new partnerships that emerge in response, create opportunities. But for this to happen, growth will hinge on shared goals, agility, and alignment across sectors.

Insight applied to sales: As the business environment becomes more complex due to prevailing uncertainty, buyers increasingly rely on trusted advisors to navigate challenges and make informed decisions. But to deliver on this expectation, salespeople must be willing to and capable of aligning their efforts with other groups in the company who are actively involved in delivering what the Customer wants 

The full length Research Insight by Francisco Betti Head, Global Industries Team; Member Executive Committee,  Gayle Markovitz Head, Written and Audio Content, of World Economic Forum can be accessed here