The 97% Problem: Why Every Company Is Scrambling to Fix Pricing at Once
By Zilliant on Forbes Technology Council
Jul 30, 2025
Zilliant CEO Pascal Yammine explores why nearly every company is investing in pricing technology and what it means for future competitive advantage.
A striking statistic emerged from Zilliant's 2025 survey of 550 pricing professionals: "97% of respondents are either actively investing in, evaluating or discussing potential pricing technology investments." This represents something far more significant than typical enterprise software adoption: an unprecedented industry-wide recognition that pricing has become mission-critical.
What makes this moment unique? Unlike previous technology cycles driven primarily by innovation, today's pricing transformation is being forced by converging external pressures. Tariffs demand price adjustments within days, not the months that annual planning cycles allow. Post-inflation market volatility has normalized frequent price changes across industries. Meanwhile, artificial intelligence has matured enough to make dynamic, intelligent pricing accessible beyond tech giants.
The result: entire markets discovering they're trying to solve tomorrow's problems with yesterday's tools.
