Crisis Playbooks Revisited: What the Pandemic Taught CEOs and How They are Responding Differently (or Not) in 2025

Tariffs have come roaring back onto the agenda, 2020 déjà vu for many. The difference is we have three years of hard‑earned lessons under our belts. Companies that treated the pandemic as a one‑off emergency are scrambling, while those that built resilience into their DNA are leaning into the 90‑day truce to reposition for the next round. Before we decide whether to cut, pivot, or invest, let’s stack the two crises side by side, and see what still works and what needs a rethink.

Pandemic Response vs. 2025 Tariff Response

	Pandemic Response	2025 Tariff Response
Spending	Full freeze across many sectors.	Targeted cost-cutting
Sales Strategy	Defensive posture, customer retention double-down.	Margin protection, not just retention.
Decision-Making	Paralyzed by uncertainty.	Faster in growth sector, caution throughout.
Third-Party Support	External consulting spend plummeted.	More selective, strategic work still getting funded with long-term view.
Mindset	Survive and wait.	Adapt or lose.

The pandemic was a survival test. Tariffs are a resilience test. Companies that learn how to act decisively are the ones that are finding opportunity now.

Crisis Playbooks Revisited

Comparing Corporate Responses: COVID-19 Pandemic vs. 2025 Tariff Turmoil

The COVID-19 pandemic and the 2025 tariff escalation represent two distinct economic disruptions. While the pandemic was centered on a global health crisis, the tariff situation stems from deliberate policy decisions. Both have compelled companies to adapt swiftly, but the nature and strategies of these adaptations differ.

Aspect	COVID-19 Pandemic (2020)	2025 Tariff Escalation
Nature of Crisis	Global health emergency leading to sudden economic shutdowns.	Policy-induced trade tensions causing supply chain disruptions and cost increases.
Immediate Corporate Actions	Rapid shift to remote work, halting non-essential operations, and seeking government aid.	Reevaluation of supply chains, lobbying for exemptions, and adjusting pricing strategies.
Supply Chain Strategy	Emergency sourcing of essential goods; focus on continuity.	Diversification away from tariff-impacted regions; investment in domestic manufacturing.
Government Interaction	Reliance on relief packages like the CARES Act for financial stability.	Active engagement in trade negotiations; seeking clarity on policy directions.
Long-term Strategy	Investment in digital transformation and resilience planning.	Strategic realignment of global operations to mitigate tariff impacts.

The 90-Day Tariff Truce

On May 12, 2025, the U.S. and China agreed to a 90-day suspension of additional tariffs, reducing U.S. tariffs on Chinese goods from 145% to 30%, and China’s tariffs on U.S. goods from 125% to 10%. This pause offers companies a brief respite to adjust strategies and supply chains, explore alternative sourcing options, and prepare for potential shifts once the truce expires.

What Does This Mean for Companies?

Short-Term Adjustments: Companies may temporarily stabilize pricing and reassess inventory levels.
Supply Chain Diversification: The truce period can be used to explore alternative sourcing options to reduce dependency on tariff-impacted regions.
Policy Engagement: Businesses should stay informed and engaged with policymakers to anticipate and influence future trade decisions.

While the pandemic required immediate crisis management, the fluctuating tariff situation is an opportunity for companies to Rethink Sales. The current truce provides a window for companies to adapt and build resilience against future trade uncertainties and is another indication that it’s time to focus on long-term business decisions to gain efficiencies and productivity throughout business operations and the sales organization.

SalesGlobe is a leading sales effectiveness and data-driven creative problem-solving firm. We specialize in helping Global 1000 companies solve their toughest growth challenges and helping them think in new ways to develop more effective solutions in the areas of sales strategy, sales organization, sales process, sales compensation, and quotas. We wrote the books on sales innovation with The Innovative Sale, What Your CEO Needs to Know About Sales Compensation, and Quotas! Design Thinking to Solve Your Biggest Sales Challenge.