As we enter 2025, small and medium-sized businesses (SMBs) face persistent market challenges. While external factors like economic shifts and supply chain disruptions are beyond our control, how a company responds is entirely within its power. At 2GO Advisory Group, we believe strong leadership and disciplined management are the keys to thriving in any climate.
Successful businesses consistently implement the following strategies:
Strengthen Leadership with a COO
Growing businesses need structure, and a Chief Operating Officer (COO) plays a vital role in executing the CEO’s vision. A COO streamlines daily operations, financial oversight, and talent management, allowing the CEO to focus on scaling the business. Without this role, founders can quickly become overwhelmed, leading to inefficiencies and missed opportunities.
Foster a Strong Company Culture
Peter Drucker’s adage—”Culture eats strategy for breakfast”—holds true. Employees expect strong company values, fair compensation, career development, and a positive work environment. Culture isn’t optional; it’s a business necessity.
Invest in Human Resources
Many businesses underestimate the power of HR, treating it as a secondary function. A strong HR leader deserves a seat at the executive table, driving culture, recruitment, and retention. Delegating HR to a CFO or CEO to cut costs is a costly mistake.
Clarify Roles and Accountability
An organizational chart eliminates confusion by defining who is responsible for what across sales, marketing, operations, and finance. A CEO should not be the default manager for everyone.
Obsess Over Cash Flow
Cash flow is a company’s lifeline. The best businesses track it relentlessly, ensuring stability even in market downturns. A disciplined approach to cash management not only mitigates risk but also positions companies to seize new opportunities when competitors falter.
Leverage an Advisory Board
A well-structured board enhances, rather than limits, a CEO’s leadership. Strategic insights from experienced advisors strengthen decision-making.
Strengthen Key Business Relationships
Banking, insurance, and legal relationships should be built before a crisis, not during one. Proactive engagement prevents costly missteps.
Tap Into Professional Services
Many SMBs hesitate to invest in professional services, but audits and financial reviews provide critical oversight. In food and beverage, for example, businesses often lack strong internal controls.
Develop a Sales & Marketing Plan
A documented plan—owned by a Chief Revenue Officer, not just the CEO—ensures sustained growth and direction. A data-driven approach to branding, distribution, and customer engagement leads to measurable and scalable success.
Optimize Product Offerings
Many beverage companies struggle because they overproduce without analyzing SKU performance. Understanding margins and rationalizing offerings can significantly improve profitability.
Tough Markets Favor Well-Run Businesses
While the industry will always face external pressures, businesses that embrace operational excellence, financial discipline, and strategic leadership consistently outperform their peers.
At 2GO Advisory Group, we specialize in helping beverage businesses scale, optimize operations, and build long-term resilience. Whether you need interim leadership, operational support, or a fresh strategy, our team is here to help.
Need expert guidance? Contact Jeff Ottonboni at jottoboni@coos2go.com – Partner and Lead for the Food & Beverage Industry Practice Group.
Jeff Ottoboni is a COO Partner, leading the Food & Beverage Practice at 2GO Advisory Group. He brings to our clients years of deep experience in the beverage alcohol industry, encompassing virtually all business operations and companies large and small. Jeff emphasizes talent development, education, team building, employee recognition, coaching, and encouraging cross-functional participation and viewpoints in critical business decisions. You can contact Jeff at jottoboni@coos2go.com
For your Operations or Food & Beverage Talent needs in direct hire, full-time or part-time contract staffing, contact Executive Recruiter, Leesa Meintzer at leesa@2gorecruiting.com.
Leesa Meintzer is an executive recruiter with more than 20 years of experience in talent acquisition. She excels in partnering across various business functions and brings a comprehensive perspective to talent acquisition. She works with Engineering, Healthcare, Product, Finance, Accounting, Business Operations, Sales, Legal, Human Resources, Learning & Development, and Talent Acquisition for corporate and high-growth start-ups.