Are pricing improvements politically too difficult for CEO’s

My experience in the software pricing and the B2b services sectors has been that CEO’s understand the straight to the bottom line impact of better pricing but when they consider internal and external resistance (Sales execs and clients) the whole thing looks too difficult.  I’ve found though that once you show them the variability in the prices they are currently getting and that some existing customers are currently paying higher rates they are more willing to revisit their pricing strategy. This exercise also helps to identify customer profitability issues.