Making Pricing Power Happen

Making Pricing Power Happen is an executive masterclass designed to bring CFOs and CMOs together around one of today’s most urgent strategic challenges: creating sustainable pricing power in an increasingly volatile economy. In a market shaped by persistent inflation, margin pressure and changing customer expectations, pricing can no longer be treated as solely a commercial or financial issue. It requires close alignment between finance and marketing leadership.

Throughout this intensive one-day masterclass, we will explore why strong brands outperform during inflationary periods, how pricing power influences valuation and investor confidence, and how stronger collaboration between CFOs and CMOs can unlock profitable growth, competitive advantage and long-term enterprise value.

What Will You Learn?

• 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:

• CFOs
• Finance Directors
• Group controllers and FP&A leaders

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