2025 is shaping up to be a turbulent year for businesses—particularly for Small and Medium B2B Accounting and Technology firms.
According to a recent Forbes article, global economic growth is projected to be a modest 3.3% for both 2025 and 2026. However, in many markets, growth is expected to be even more subdued. For example:
- Australia: 1.8% to 2.2%
- United States: 1.5% to 2.7%
- Canada: Just 1.1%
In such a landscape, success requires more than just resilience—it demands strategic agility. That means being flexible, innovative, and focused on uncovering new ways to drive growth and add value in real, tangible ways.
So, What Does This Mean for B2B Accounting and Tech Firms?
The answer: You must listen, learn, and act—strategically.
Here’s a roadmap your firm can follow to drive growth and build resilience:
1. Listen to Your Clients
Start by having strategic conversations with a cross-section of current clients and key prospects. Aim to gain deep, forward-looking insights—not just on what they’re doing now, but where they want to go.
Uncover:
- Their current state and strategic goals
- The key challenges and priorities they’re navigating
- What they need most in terms of Advice, Insights, and Recommendations (what I call “A-I-R”)
This process will help you identify:
- New service opportunities or enhancements to existing offerings
- Emerging client needs that may not yet be fully addressed in your market
👉 Two highly effective ways to do this:
- Depth Interviews
- Strategic Client Workshops
🔗 Want to learn how to do this effectively? Watch my video: 3 Types of Listening
You also need to develop a clear picture of the external landscape:
- What’s happening across your current industries and geographies?
- What trends or conditions might signal opportunities in new markets or sectors?
Gather insights from:
- Industry and professional associations (including those representing your clients’ sectors)
- Leading publications and analyst reports
- Market research studies and data from sources like IBISWorld, Statista, or regional think tanks
🔗 Check out my deep dive article: Listening to the Market
3. Turn Insights into Action
Insights alone don’t drive growth—how you use them does.
Bring together your senior leadership and cross-functional stakeholders—such as operations, product, customer success, and business development—for a Client and Market Insights Briefing. In this session:
- Share key findings
- Identify opportunity areas and capability gaps
- Pinpoint themes requiring further exploration
From here, use scenario planning to develop strategic options. Map out possible futures using the drivers uncovered through your listening efforts.
For each scenario, craft flexible strategies and action plans, which might include:
- Expanding current client accounts
- Launching into new markets
- Developing partnerships
- Enhancing or evolving your offerings
Then, make focused decisions about where to invest time, money, and effort.
In Summary
Thriving in uncertain times is entirely possible—but it requires more than business-as-usual. It calls for:
- Resilience
- Curiosity
- Data-driven insights
- Strategic collaboration
- Disciplined execution
And the results are worth it. Research shows that momentum-driven firms outperform their peers—delivering:
- 80% more shareholder value
- 93% more revenue growth
So the real question is:
How will your firm start today to move forward and thrive tomorrow?
Looking for a practical, proven roadmap to help your firm grow—regardless of market conditions?
👉 Download my free B2B Go to Market Playbook for Small and Medium Accounting and Technology Firms
Packed with strategies, frameworks, and actionable insights based on how buyers of professional services actually buy.
