Making the Business Case for Pricing: A Guide to C-Suite Buy-In

The impact of optimized pricing strategies has been proven time and again by companies that treat pricing as a critical lever for profitability. These organizations have successfully navigated inflationary pressures, supply chain disruptions, and competitive markets by investing in pricing science and technology, which are aiming to achieve measurable results. Yet, despite its clear benefits and quick return on investment (ROI), many CEOs remain hesitant to prioritize pricing software.

The Real Reasons CEOs Hesitate to Invest in Pricing

1. Perceived Complexity and Risk
   Many organizations still rely on manual pricing processes or outdated legacy systems. Transitioning to a data-driven, automated pricing solution can feel overwhelming for CEOs, especially when it requires cross-departmental collaboration and integration with existing ERP or CRM systems. The perceived complexity and potential disruption often overshadow the benefits.
2. Undervaluing Pricing as a Strategic Lever
   Some leaders view pricing as a tactical tool rather than a strategic driver of profitability. CEOs often focus on revenue growth, assuming it has the greatest impact on the bottom line. However, pricing optimization—while less glamorous— can significantly enhance margins, often delivering greater financial impact than revenue growth alone.
3. Budget Constraints and Competing Priorities
   Limited budgets often push CEOs to prioritize investments in sales, marketing, or operational software—areas that promise direct revenue growth or cost efficiency. Since pricing software primarily improves margins, it may seem less urgent, even though it often provides a faster payback period than other investments.
4. Internal Silos and Misaligned Incentives
   In many organizations, pricing is decentralized, with business units or departments managing it independently. CEOs may hesitate to implement a centralized solution that requires broad organizational coordination. Additionally, sales teams—often incentivized by revenue rather than profitability—may resist changes that limit their flexibility in customer negotiations.
5. Fear of Customer Pushback
   CEOs worry that optimized pricing will alienate customers, especially in industries where pricing is relationship-driven. They fear price adjustments could damage trust or result in lost business, especially in competitive or price-sensitive markets.

How to Convince the C-Suite: A Step-by-Step Approach

1. Frame Pricing as a Strategic Profit Lever
   Start with the big picture: even small pricing improvements can deliver significant profit gains. For example, a 1% price increase can lead to a 10% improvement in operating profit in many industries. Connect pricing directly to CEO priorities, such as profitability, resilience, or competitive positioning—and position it as a tool to achieve these goals.
2. Present Industry Benchmarks and Case Studies
   Use data and examples to illustrate the tangible benefits of pricing investments. Share industry-relevant benchmarks, such as: “Companies in our sector saw a 2-4% margin increase within six months of adopting pricing software.” Highlight competitors or market leaders who have successfully implemented pricing solutions to create a sense of urgency.
3. Build a Clear Business Case with ROI
   Develop a straightforward ROI model tailored to your organization. Show a short payback period (6-12 months) and present different improvement scenarios, such as 1%, 2%, and 3% margin gains. Emphasize how pricing software not only protects margins but also uncovers revenue opportunities that manual processes miss.
4. Start with a Low-Risk Pilot
   Propose a small-scale pilot program to demonstrate the value of pricing software. Select a business unit or product line with pricing volatility or margin improvement potential. Set clear objectives—such as reducing discounting by 10% or increasing margins by 1%—and provide regular updates to build executive confidence.
5. Address Common Objections Head-On
   Be prepared to tackle concerns about complexity, integration, or customer pushback. Explain that modern pricing solutions are designed to integrate seamlessly with ERP and CRM systems and can enhance —not restrict—sales flexibility. Provide examples where optimized pricing improved customer satisfaction through greater consistency and transparency.
6. Develop Cross-Functional Support
   Engage key leaders from finance, sales, and operations early in the process. Demonstrate how pricing software benefits each function: 

• Finance: Increased profitability and margin protection
• Sales: Actionable pricing guidance to close deals faster
• Operations: Better alignment with business objectives

Cross-functional buy-in adds credibility and helps overcome internal resistance.

Overcoming Deeper Barriers to C-Suite Buy-In

Even with a compelling case, CEOs may hesitate due to deeper organizational or cultural challenges, such as:

• Pricing Seen as a "Back-Office" Function: Unlike sales or marketing, pricing lacks visibility and is often seen as operational rather than transformative. Reframe pricing as a strategic asset that drives profitability and resilience, especially in volatile markets.
• Intangible Benefits: CEOs often prioritize visible outcomes like revenue growth. Connect pricing improvements to measurable financial metrics, such as margin gains, profitability increases, and broader company KPIs.
• Skepticism of Sophisticated Tools: Pricing software can feel complex or risky. Simplify the narrative by focusing on tangible benefits like automation, margin protection, and actionable insights that reduce reliance on manual processes.
• Cultural Resistance: Pricing often lacks a clear owner in the C-suite. Build cross-departmental coalitions and identify a champion to advocate for pricing investments, break down internal silos, and secure executive buy-in.

Closing Thoughts on Pricing Investments and C-Suite Approval

Convincing CEOs to invest in pricing requires a strategic, data-driven approach that aligns with their priorities and concerns. Pricing professionals must position pricing as a critical lever for profitability and resilience, supported by:

• Clear ROI data
• Industry benchmarks
• Compelling success stories

By sharpening soft skills—building coalitions, creating success narratives, and influencing decision-makers—pricing leaders can make the case for pricing software as a transformative investment. The challenge is significant, but the rewards are even greater: optimized pricing doesn’t just improve margins—it can redefine an organization’s competitive edge. Are you ready to make the case?

Contact us today to learn how leading companies are successfully making the case for pricing software—and how you can do the same!

Stephan Liozu, Ph.D., Chief Value Officer at Zilliant, is a global expert in pricing, innovation, and value management with 20+ years of experience. He has authored 15+ books, including Pricing—The New CEO Imperative (2021) and Value-Based Pricing (2024).