Making Pricing Power Happen

Making Pricing Power Happen is an executive masterclass designed specifically for finance leaders who want to better understand the drivers behind sustainable growth, premium pricing and enterprise value. Throughout this intensive one-day masterclass, leading experts and practitioners will explore why strong brands outperform during inflationary periods, how pricing power influences valuation and investor confidence, and why closer collaboration between finance and marketing has become a strategic necessity.

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

Agenda

09:00 – 09:15 | Welcome
Hosted by Sijthoff Adformatie & CFO.nl

09:15 – 09:45 | The Context
IRG presents findings from the Marketing 2030 study, exploring why the marketing-finance gap has become increasingly urgent.

09:45 – 10:30 | Creating Marketing Miracle$
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
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 energising 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.