B
Evidence Grade B
Graded
under review
Safe to Cite
Current
88%
88% -- percentage of companies pricing below willingness to pay for companies (CEOs surveyed) (2026)
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
88%
Unit
Percentage
Data Vintage
2026
Entity
Sample Size
567
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Sjöfors & Partners
Primary
Tier B
https://sjofors.com/home ↗
Source Article
Sjofors & Partners - Market Research Focused on Pricing.
Pricing research that shows what buyers will pay
88% of companies leave money on the table.
Are you one of them?
We will find out. Grounded it in real willingness-to-pay data, turning buyer behavior into a profit and growth focused pricing strategy.
*Research conducted by Sjöfors & Partners to 567 C…
Original Research
Sjöfors & Partners
· Original study ↗
Methodology
Survey research conducted by Sjöfors & Partners with 567 CEOs on pricing and willingness to pay
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
companies (CEOs surveyed): 88% percentage of companies pricing below willingness to pay. Source: Sjöfors & Partners (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/companies-leave-money-on-table-pricing-2026
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<blockquote cite="https://lighthousedata.io/data/companies-leave-money-on-table-pricing-2026" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>88%</strong> -- percentage of companies pricing below willingness to pay for companies (CEOs surveyed)<br><small>Source: Sjöfors & Partners (2026) · <a href="https://lighthousedata.io/data/companies-leave-money-on-table-pricing-2026" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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