Closing the execution gap: How to build real pricing power

Pricing remains the most powerful profit lever available to B2B organisations – yet the full impact is rarely realised. While the ‘rule of 1%’ is widely understood, many companies continue to leave significant value on the table as market volatility, cost pressures, and competitive intensity increase. 

Customers are more informed, negotiations are more rigorous, and pricing conversations increasingly happen under commercial pressure. At the same time, organisations have invested heavily in more sophisticated pricing strategies, advanced analytics, and AI-enabled tools. Still, the expected profit uplift often fails to materialise. 

This whitepaper examines how leading organisations are closing the execution gap and turning pricing strategy into realised pricing power. Grounded in practical experience, it outlines how companies can strengthen price execution, align commercial behaviours, and systematically unlock the profit potential that pricing promises.