Data silos block holistic pricing decisions, and balancing brand perception and price elasticity is critical to avoid alienating your customer base. CMOs Understand Consumer Price-SensitivityWhile CMOs may not own pricing strategies, an opportunity exists for them to advocate for the customer in pricing discussions and decision-making. This data suggests that the tools and metrics used to determine product pricing, and forecast consumer acceptance of that pricing, are not performing effectively. (Daniele Schiavello/Launchmetrics)SolutionsUnderstand Your Brand’s Price ElasticityWhile inflationary pressures and market realities make price increases inevitable, not all products respond to pricing changes equally. Entry-level items, such as basics or bestsellers, often anchor price perception and carry high elasticity — even a modest increase can trigger a drop in demand.