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Growing Discrepancies in Revenue Growth Goals

A recent survey conducted by Revenue Management Labs highlights a striking gap between ambitious revenue growth aspirations and the realities of business execution among senior executives in North America and Europe. According to the 2026 Executive Pricing Benchmarks Survey, more than 330 leaders in various industries are setting their sights on an average revenue growth target of 8.2% for 2026, even after acknowledging that prior performance fell short in 2025. This trend raises critical questions about the credibility and viability of such growth aspirations amidst persistent operational constraints.

Rising Expectations Against Challenging Backdrops

Despite previous year's challenges, the survey indicates a collective expectation for revenue acceleration, which seems overly optimistic given the previous year's results. The reliance on pricing changes as a primary growth strategy was apparent, as many organizations leaned heavily on price adjustments to offset weaker demand—a strategy that has yet to consistently deliver desired outcomes. Avy Punwasee, Managing Partner at Revenue Management Labs, notes, "Targets are rising faster than execution is changing," emphasizing the lack of structural improvements that would support enhanced performance.

Many organizations are working under the assumption that price increases will naturally result in better growth outcomes. However, fundamental issues influencing performance remain unaddressed, including outdated coverage models, insufficient pricing governance, inadequate analytics, and slow adaptation of incentives. The survey data suggest that companies are often basing their revenue plans on optimism rather than reliable evidence—a risky approach in today's competitive landscape.

The Need for Improved Execution

As the ambition for revenue growth continues to outpace execution capabilities, the survey reveals a concerning disconnect. The pressure on companies to deliver on increasing targets while managing operational constraints has never been more significant. This mismatch leads to ineffective sales strategies where businesses struggle to meet expectations, resulting in disengagement among sales teams and deteriorating forecasting accuracy.

Michael Stanisz, another Managing Partner at Revenue Management Labs, warns that overly ambitious targets can lose their internal credibility, prompting a cycle of unrealistic expectations that put undue stress on pricing strategies. Instead of simply raising targets, companies should focus on developing a more credible framework for setting goals that align with their execution abilities. Organizations that take a tactical approach—regularly reviewing pricing strategies and ensuring clear cross-functional accountability—are more successful at bridging the gap between targets and actual results.

A Forward-Looking Perspective

The insights from the 2026 Executive Pricing Benchmarks Survey emphasize a strategic need for businesses to align their growth ambitions with their operational capabilities proactively. Leading companies are engaging in a comprehensive evaluation of pricing benchmarks not merely as metrics for performance but as diagnostic tools to identify achievable growth objectives. This thoughtful approach ensures that targets set for the future are not only ambitious but also grounded in operational realities, thereby increasing the likelihood of sustained success in achieving revenue objectives.

In conclusion, as organizations prepare for 2026, the survey underscores the necessity of aligning aspirations with execution capabilities. The commitment to fostering an environment where pricing strategies are coherent with operational functions could redefine how businesses navigate these ambitious goals. The complete insights from the 2026 Executive Pricing Benchmarks Survey further highlight trends in pricing performance, revenue delivery, and senior leadership expectations toward future growth, setting the stage for informed decision-making in the coming year.