#B2B--Zilliant, the leader in pricing lifecycle management, today released findings from its “2025 Pricing Technology Trends: Bridging the Gap Between Strategy and Execution” report, revealing a c...
84% report strong pricing power, yet most capture 50% or less of intended increases due to inefficiencies and other barriers
AUSTIN, Texas: #B2B--Zilliant, the leader in pricing lifecycle management, today released findings from its “2025 Pricing Technology Trends: Bridging the Gap Between Strategy and Execution” report, revealing a critical disconnect between organizations’ confidence in their pricing power and their actual execution capabilities. The survey of senior pricing executives across industries shows that while businesses express strong confidence in their pricing strategies, many continue to rely on manual processes that limit their ability to fully realize price increase objectives and help them navigate turbulent economic headwinds.
The survey found that while 84% of organizations report strong or very strong pricing power, 58% realize less than half of intended price increases. This execution gap persists even though many reported high satisfaction with current pricing technologies.
“Today’s businesses face a striking paradox: high confidence in pricing power alongside significant challenges in price realization,” said Pascal Yammine, CEO of Zilliant. “This disconnect signals that organizations must evolve beyond manual approaches and siloes to embracing pricing technologies that enable strategic advantage, sustainable profitability and competitive differentiation. As we still struggle with the aftershocks of supply chain disruptions, inflation and now tariff uncertainty, resolving this paradox is more crucial than ever.”
Key findings from the survey include:
Pricing Processes: The Capability-Execution Gap
Even though respondents reported strong pricing power, they also shared common execution issues across different segments of the pricing process. These include:
Pricing Tools Drive Better Revenue Growth and Profits
The survey also revealed clear correlations between specific pricing tools and business performance:
Statistical analysis identified the top drivers of business outcomes:
“These findings provide compelling evidence that technology-enabled pricing processes deliver measurable competitive advantages,” said Stephan Liozu, chief value officer at Zilliant. “The survey reveals that even with substantial investments in pricing personnel, organizations struggle to execute effectively without the right technology foundation. The good news is that businesses recognize this gap—97% of respondents are either actively investing in, evaluating or discussing potential pricing technology investments over the next two years. This clearly recognizes that pricing technology has become a strategic imperative for future competitiveness and profitability.”
People Are the Main Adoption Barrier
The survey also identified that the primary challenges to pricing technology adoption are human-centered rather than technical. The top barriers include resistance to change (35%) and the perception that pricing is not strategic (34%), while the biggest operational pain points are inefficiency from manual processes (36%) and errors from manual management (35%).
While implementation challenges remain, the survey presents an optimistic outlook, with 94% of companies expecting growth in 2025 and 59% reporting profit performance better than their competition—creating a favorable environment for pricing technology investments as companies seek to maintain their competitive edge.
The full report with additional insights and Zilliant’s recommendations is now available for download here. For more information about Zilliant and its intelligent pricing and sales solutions, please visit Zilliant.com.
About the Survey
The research was conducted among 550 pricing professionals, including pricing managers or leads, directors/heads of pricing, VPs of pricing and pricing analysts/specialists across diverse industries. Organizations of various sizes were included, with the majority of companies surveyed having substantial pricing teams.
About Zilliant
Zilliant eliminates Pricing Anxiety and transforms pricing into business power. Zilliant’s Precision Pricing Platform automates and optimizes pricing operations with real-time intelligence, rallying your entire organization around a single source of truth to protect margins and drive growth. Learn more about how Zilliant helps businesses transform pricing from a source of anxiety to a source of power at Zilliant.com.
Fonte: Business Wire
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