Why This Matters Now
Manufacturers and distributors are operating in a time of cautious optimism, competitive pressure and rapid market change. To capture growth while protecting margins, pricing strategies must adapt to evolving customer expectations and economic realities.
The Pricing for Profitable Growth Outlook, developed by Experis Pricing Solutions in collaboration with Vendavo draws on insights from senior leaders across the U.S. and Europe— including manufacturers (67%) and distributors (33%). Survey participants included decision-makers in sales (64%), finance (30%), pricing (3%), and marketing (2%), all with sole responsibility for pricing strategy in their organizations.
Market Sentiment
- Nearly 46% of leaders report cautious optimism about business conditions in the months ahead.
- 26% are taking a proactive approach — launching new products, services and pricing models to capture growth.
“Companies that focus on proactive pricing strategies, value-based approaches and technology will pull ahead in a rapidly fluctuating market,” said Maureen Roderick, Director of Delivery at Experis Pricing Solutions. “Aligning pricing with market realities and customer expectations is key to long-term success.”
Key Insights from the Research
- Inflation’s Influence - When adjusting prices in response to inflation, manufacturers and distributors take notably different approaches. Among manufacturing leaders, 45% prioritize revenue gain goals, while distribution leaders focus more on margin maintenance (38%) and meeting customer demand (37%). Despite these differences, both groups identify value-based pricing (28%) as the most effective optimization strategy, with market-based pricing (25%) coming in second.
- Automation Rises, AI Adoption Lags - Automation is advancing pricing capabilities, with 49–53% of organizations reporting fully integrated systems for setting prices, providing guidance and suggesting products. However, fewer than one-third (29%) use AI to improve efficiency and profitability, and those who do are primarily applying it to process improvements (50%) rather than advanced pricing intelligence (28%). As Eric Carrasquilla, CEO of Vendavo, explains, “Finding and offering the right product, at the right price, at the right time, to the right customer is essential. Every other growth initiative delivers little value without the right price.”
- The Expanding Role of Pricing Teams - Pricing has become a critical strategic function, particularly in large organizations. More than half (52%) of companies with over 500 employees maintain dedicated pricing teams of 11 to 20 people, and nearly all (95%) plan to increase hiring for these roles in the near future. This expansion reflects the growing recognition that pricing expertise is vital for navigating market volatility, capturing growth opportunities and maintaining a competitive edge.
Get the Full Report
Pricing decisions made today will shape profitability for years to come.
Download the Pricing for Profitable Growth Outlook to access:
- Detailed findings and data breakdowns
- Best practices from industry leaders
- Strategic recommendations for competitive advantage
