What to do in Uncertain Times

A Practical Guide for Business Owners

By Doug Zeisel, TCV Growth Partner-

Uncertainty is nothing new in business—but today’s environment feels different.

Between geopolitical tensions, economic unpredictability, and the rapid rise of artificial intelligence, business owners are being asked to make critical decisions without a clear roadmap. So what should you be doing right now?

The answer isn’t to panic or reinvent everything overnight. It’s to focus on fundamentals—executed with discipline and intention.

Stay Grounded: Stick to the Plan (But Revisit Assumptions)

Hopefully you have an overall strategic plan, one that is written, not merely “in your head”.  Businesses that rely on operating by the “seat of your pants” get obliterated by new and more agile competition.

For business owners, your strategic plan should be your anchor. In uncertain times, it’s easy to get reactive—but that often leads to poor decisions.  If you don’t have a plan, now is the time to create one.  Your strategic plan should include a Quarterly Action Plan (QAP) tied to overall goals of your strategic plan.  The QAP is essential for success and requires:

• QAP weekly review to re-validate your key assumptions and adjust tactics without abandoning long-term direction

• The weekly review ensures all parties responsible for action steps are staying on target

  
  

Businesses that stay focused—while remaining flexible—are the ones that outperform during volatility.

Lean into Opportunity: Don’t Retreat on Marketing

One of the most consistent mistakes businesses make during uncertainty is pulling back on marketing. Marketing is often seen as the least necessary expense, but in reality, without marketing you lose visibility and credence with customers.  And while cutting back on marketing may feel safe, it often creates a long-term disadvantage.  Equally important, if your competitors are reducing their marketing efforts, their reticence gives you the opportunity to capture more market share. 

Consider modifying your strategic plan to selectively increase your marketing investment and focus on messaging around stability, trust, and problem-solving.  If you are using a digital marketing specialist, ask for a review of the competitive landscape and if your value proposition still resonates.  Also, look for cost-effective channels where competitors are going quiet. 

Encourage the Sales Team to Excel

It’s easy for business development people to use an uncertain economic backdrop as an excuse to pull back on their prospecting and closing. And unfortunately, many companies do not manage their sales team well. Again, here, communication is the key to success. Be sure to have:

• Clear goals and metrics

  Your team needs to know exactly what success looks like. That means specific, measurable targets (revenue, conversion rates, pipeline activity), not vague expectations. Tie these to a broader strategy so reps understand why their work matters.

• Structured sales process

A repeatable process—prospecting → qualification → demo → closing—keeps everyone aligned and makes performance easier to diagnose. This often draws on principles from Sales Funnel thinking, where each stage is defined and optimized.

• Motivation and incentives

Compensation plans matter, but so do recognition, competition, and purpose. Good managers understand individual motivators—some reps want money, others want status or growth.

• Accountability with support

High expectations are important, but they must be paired with resources and guidance. Clear performance standards, regular check-ins, and transparent consequences create fairness and consistency.

• Healthy team culture

Culture shows up in how people share leads, celebrate wins, and handle losses. A strong culture balances competition with collaboration and keeps morale steady during tough quarters.

• Data-driven decision making

Use CRM and analytics tools to track pipeline health, win rates, and activity levels. Instead of guessing why someone is under-performing, you can pinpoint whether it’s a lead quality issue, poor follow-up, or weak closing skills.

And manage the sales team well. Top managers spend time developing people, not just tracking them. Regular one-on-ones, deal reviews, and skill coaching (objection handling, negotiation, discovery) are what actually improve results over time. Perhaps the first step is to ensure you have a sound hiring and on-boarding discipline. A strong team starts with the right people. Look for coach-ability, resilience, and "fire in the belly".

Alignment with marketing and product

Sales doesn’t operate in a vacuum. Tight feedback loops with marketing (lead quality) and product (customer needs) help the entire business improve.

Cash Is Clarity: Double Down on Cash Flow Management

If strategy is your compass, cash flow is your oxygen. Be sure to monitor accounts receivable closely and watch for changes in customer payment behavior.  Don’t be passive. Proactive communication matters:

• Follow up on outstanding invoices before they become seriously overdue and clarify payment timelines

• Use automation or AI tools to streamline collections

Maintain or build cash reserves where possible to ensure you can withstand customers’ delayed payments.  Last, cut unnecessary expenses – those that are on the fringe of operating efficiently.  Now might be the time to adopt AI that can make operations more efficient at lower cost. In uncertain times, visibility into cash flow isn’t just helpful—it’s essential. 

Efficiency Is the New Growth Strategy

Growth in uncertain times doesn’t always come from selling more—it often comes from operating better.  Business owners should evaluate:  where time is being wasted, which processes are manual but could be automated, and how technology (including AI) can improve efficiency.

This might include:

• Automating routine administrative tasks

• Implementing workflow or CRM systems

• Using AI tools for customer service, reporting, or forecasting

  
  

Don’t Overlook Cybersecurity

As businesses become more digital and interconnected, risk increases—especially in uncertain times when bad actors tend to exploit distraction and disruption.  Be sure that you are not exposed and can respond as needed.  Business owners should:

• Ensure basic protections are in place (MFA, secure backups, updates)

• Train employees on common threats like phishing

• Regularly review access controls and data policies

  
  

Cybersecurity is no longer an IT issue—it’s a business risk issue.

Final Thought: Discipline Creates Opportunity

Turbulent times test every organization—but they also create opportunities because some businesses will retreat, delay decisions, and hope for stability.  Others will stay focused, manage carefully, and invest strategically.  Those are the businesses that emerge stronger.

The playbook isn’t complicated:

• Stay grounded in your plan

• Protect your cash flow

• Keep showing up in the market

• Improve how your business operates

• Manage risk intelligently

  
  

Do these things consistently, and uncertainty becomes less of a threat—and more of an advantage.

Doug Zeisel, MSF, CTP, is a Member of TCV Growth Partners and a Certified Turnaround Professional with 16+ years of CEO, CFO and CRO experience working with growing and distressed companies on cash flow management, financial restructuring, and operational discipline.