C-level executives continue to consider pricing a top strategic priority, and for good reason: It’s the largest driver of growth in customers, revenue, and profits.

New global research from Accenture highlights the current state of pricing as well as where pricing is headed in the near future. They surveyed more than 500 C-level executives in companies with more than US$1 billion in revenue across 17 business-to-business (B2B) and business-to-consumer (B2C) industries in Europe, Asia, and America.