Making Pricing Power Happen
How CMOs can sell their marketing budgets better to CFO, CEO and Boards
1 dag
vr 30 oktober 2026, Amsterdam
€ 1.295
In an era of persistent inflation, geopolitical uncertainty and increasing pressure on margins, pricing has moved from a commercial topic to a boardroom priority. The ability to maintain or strengthen pricing power can become one of the clearest indicators of strategic resilience and long-term value creation.
At the same time, the traditional divide between finance and marketing is becoming increasingly difficult to sustain. CFOs are expected to drive profitable growth, while CMOs are under growing pressure to demonstrate measurable business impact. Yet sustainable pricing power is rarely created by finance or marketing alone. It emerges when customer value, brand strength, strategic positioning, and financial discipline work together.
Price includes a ticket to MarketingLive! on November 12, 2026.
In today’s world of inflationary pressure, margin compression and continuing demands for results, marketers need compelling language for how brand building connects to cashflow, margins and long-term value creation. That language is Pricing Power, the outcome Boards, CEOs and CFOs understand and value the most.
This summit is for marketers who are still trapped in unwinnable conversations about ROI and attribution that focus on short-term efficiency, not the factors that drive long-term effectiveness and sustainable growth.
This one-day summit is a Masterclass in Pricing Power. Led by global Marketing-Finance experts Chris Burggraeve (CRB), in close partnership with Adformatie, CFO magazine and IRG, participants will learn how to link Brand Equity to Pricing Power; how to measure the impact of Pricing Power on margins and valuation; and how to apply the Marketing Miracle$ system to their own brands.
LEARNING GOALS
- Understand the Link Between Brand and Financial Value
Learn how pricing power influences profitability, resilience, and long-term shareholder value and why investors increasingly reward companies that can sustain premium pricing. - Gain Insight into the CFO–CMO Dynamic
Discover how stronger alignment between finance and marketing leads to better business decisions. - Learn How Great Companies Create Pricing Power
Explore the principles behind strong brands, customer value perception, and strategic positioning. - Understand Marketing’s Role in M&A and Valuation
Gain insight into how brand strength, market position and customer equity impact mergers, acquisitions and company valuation. - Think More Strategically About Growth
Develop a broader perspective on sustainable growth, capital allocation and competitive advantage inspired by some of the world’s most successful investors and business leaders.
What Will It Deliver?
- A stronger understanding of how marketing contributes to enterprise value
- Practical frameworks to evaluate pricing power and growth potential
- Better collaboration between finance and marketing leadership
- New perspectives on value creation beyond cost optimization
- Strategic insights directly applicable to boardroom discussions and investment decisions
- Access to an exclusive peer group of senior finance and business leaders
Who Should Attend?
This masterclass is designed for:
- CMO's
- Marketing directors
- Senior marketing lead
- CFO's
- Finance Directors
09:00 – 09:15 | Welcome
Hosted by Alex van Groningen, CFO.nl and Adformatie.nl
09:15 – 09:45 | The Context of the Marketing-Finance Gap
IRG Media - specialist in revenue creation - presents findings from the Marketing 2030 study, exploring why the marketing-finance gap has become increasingly urgent.
09:45 – 10:30 | Creating Marketing Miracle$
To understand marketing as a financial, Chris Burggraeve introduces the core principles behind marketing effectiveness, business growth and value creation.
10:30 – 10:45 | Coffee Break
10:45 – 11:30 | The CFO Perspective on Marketing
CFO Speaker TBA. A leading CFO perspective on the realities, tensions and expectations surrounding marketing investments and financial accountability.
11:30 – 12:15 | Think Like a CFO
Chris Burggraeve explores how marketers and business leaders can better understand financial thinking, value creation and capital allocation.
12:15 – 13:15 | Lunch
13:15 – 14:00 | Think Like Warren Buffett
An energizing session on pricing power, competitive advantage and long-term business value through the lens of one of the world’s greatest investors.
14:00 – 14:45 | M&A & Brand Valuation
Exploring the role of marketing, brand strength and intangible assets in mergers, acquisitions and company valuation.
14.50 to 15.30 – PRICING POWER EVALUTION – GROUP REFLECTION
(CRB to moderate with other panelists
- Key questions from individuals or teams
- Identify areas for clarification/improvement
- Examples of best practices
- Suggested tools for answering more detailed question
15.30 to 16.00 – CONCLUDING REMARKS
- Favorite comment of the day
- Key tips to share
- Suggested resources
