"Trade policy uncertainty, competitive pressures, and supply chain disruptions are pushing chief financial officers to rethink how they set prices. Deloitte's latest North American CFO Signals survey finds that 95% of finance chiefs have adjusted their pricing strategies in the past six months, and 86% expect pricing to play an even greater role in financial performance over the next year."
"The six-month window roughly aligns with the introduction of new reciprocal tariffs earlier this year-one of several factors prompting CFOs to revisit pricing strategies. However, according to the survey, competitive pressure is the top factor influencing pricing decisions, cited by 50% of CFOs. Thirty-four percent said trade policy uncertainty, and 43% said supply chain disruptions (in some cases, triggered by trade policy)."
"As companies navigate higher costs and market volatility, CFOs are playing a more direct role in pricing strategy, Gallucci said. The shift reflects how the finance chief's role continues to evolve, increasingly encompassing aspects of commercial leadership. Pricing decisions now demand input from finance, operations, and marketing alike, as companies weigh margin protection against customer retention, he said."
Deloitte's North American CFO Signals survey reports 95% of CFOs adjusted pricing strategies in the past six months and 86% expect pricing to have greater impact on financial performance over the next year. Competitive pressure is cited by 50% of CFOs as the top influence on pricing, followed by supply chain disruptions (43%) and trade policy uncertainty (34%). Companies plan mixed responses to tariffs: 44% will absorb some or most costs, 48% will pass costs to consumers, and 48% will offset through operational savings. CFOs are increasingly coordinating finance, operations, and marketing to balance margins and customer retention.
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