While C-Level executives have huge ambitions in innovating pricing, firms are faced with barriers on their way to implementation. Consider the executives participating in Accenture’s global pricing study. Nearly all (94 percent) see pricing as one of their main strategic priorities. However, only one-third said their company has implemented new pricing approaches widely across the organization. This suggests many companies still aren’t achieving their pricing goals — and that points to shortcomings in implementation and execution.