2025 has been a year of mild chaos. Tariffs shifted quickly, AI flooded industries with ankle-biter competitors, and boards demanded cost cutting and new levels of efficiency. For CEOs, it has been a long stress-test in adaptability.
Changes in pricing and go-to-market are never easy, even when leaders know it’s the right move. Price changes are nerve-wracking, renewals are getting harder to defend, and sellers are caught between customer pushback and leadership demands: Can we automate things? Can we do it faster, cheaper, more efficient?
But a lot of opportunities have also emerged. Throughout the year, Holden Advisors spoke with CEOs and C-level revenue leaders across industries about the pressures and opportunities they’re facing. This report highlights where pricing power is eroding – and how to rebuild it.
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Holden Advisors is a team of experts in pricing and sales performance.
We help build and protect our clients’ pricing power by leveraging decades of expertise in negotiation, sales strategy, and value-based pricing.
