Why pricing is now a top strategic priority for CFOs

Latest Deloitte North American CFO Signals Survey It finds that 95% of CFOs have adjusted their pricing strategies in the past six months, and 86% expect pricing to play a greater role in financial performance over the next year.

These are staggering numbers, Steve Gallucci, global and US head of Deloitte’s CFO program, told me. “You can say with all conviction that these statements are unequivocally true,” Gallucci said.

The roughly six-month period corresponds with the introduction of new reciprocal tariffs earlier this year – one of several factors prompting CFOs to reconsider pricing strategies. However, according to the survey, competitive pressure is the main factor influencing pricing decisions, cited by 50% of CFOs. 34% said there was uncertainty about trade policy, and 43% said supply chain disruptions (in some cases, caused by trade policy).

The research found that 44% of CFOs said their companies plan to absorb some or most of the costs of tariffs, while 48% expect to pass them on to consumers, and another 48% plan to offset them through operational savings. The findings are based on a survey of 200 North American CFOs from companies with revenues exceeding $1 billion.

As companies grapple with rising costs and market volatility, CFOs are playing a more direct role in pricing strategy, Gallucci said. This shift reflects how the role of the CFO continues To evolvewhich increasingly includes aspects of business leadership. Pricing decisions now require input from both finance, operations and marketing, he said, as companies weigh margin protection and customer retention.

Looking at earnings so far this week, I think… coca cola company (No. 97 in fortune 500) Third quarter 2025 The results illustrate this trend. Net revenue rose 5% year over year to $12.5 billion, with organic revenue up 6%. The 6% price/mix gain — driven by four points of pricing action and two points of favorable mix — was a major contributor, President and CFO John Murphy said on Tuesday’s earnings call. Although inflationary pressures have largely eased, the company continues to benefit from disciplined management of revenue growth and a balanced product mix, Murphy noted.

This quarter, Coca-Cola benefited from stronger performance among premium brands like Smartwater and Topo Chico, which the company noted were favored by higher-income consumers — an indication that these segments may have been more willing or able to accept higher price points.

Data and strategy

The Deloitte survey highlighted the challenges facing rapid price adjustment. About 55% of respondents cited a lack of accurate or accessible data, and 54% cited a lack of a cohesive pricing strategy. Additionally, half said they lacked adequate pricing tools or technology.

Moving too quickly without solid data can be as risky as moving too slowly, Gallucci said.

Despite these challenges, 81% of CFOs describe their organizations’ pricing processes as mature or very mature, which may be a sign that many finance teams are investing in better systems, data analytics, and cross-functional coordination.

For many finance chiefs, pricing is not just about responding to tariffs, it is a key measure of business health.

Cheryl Estrada
sheryl.estrada@fortune.com

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Fortune 500 power moves

Gallagher JeffExecutive Vice President and CFO of Murphy USA Inc. (No. 231 ) left the company effective October 14, and the company made this announcement on October 17. Jeff’s exit was not the result of any disagreement regarding the company’s operations, financial performance or condition, according to SEC filing. Donald R. Smith Jrthe company’s current vice president, chief accounting officer and treasurer, will serve as interim CFO. Smith has been with Murphy USA since its separation from Murphy Oil Corporation in 2013, initially serving as Vice President and Controller.

Every Friday morning, our weekly Fortune 500 Power Moves column tracks the transitions to executive positions at a Fortune 500 company —See latest edition.

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Ram Paudel He was promoted to CFO of KeyData CyberIdentity and access management provider. Bodell previously served as Vice President of Finance and has been a member of the Executive Leadership Team for the past seven years. He joined KeyData Cyber ​​in October 2018 as Financial Controller.

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Big deal

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Go deeper

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I heard

“Your biggest risk is not market volatility – it is how you respond to it. Instead of being reactive and trying to time the market, it is important to stay the course.”

—Thassonda Brown Duckett, president and CEO of TIAA, writes in A luck Opinion piece Titled “Time in the market is more powerful than timing the market.”