COLLINS Sessions
You're in the annual planning meeting. The CFO pulls up the P&L. Marketing is a line item. You know brand is driving value, but when you open your mouth to make the case, you don't have the numbers that land in this room.
The defense is hard. Not because you're wrong. Because the architecture of the modern org took away the things that would make your case for you.
The CMO used to own the 4 Ps. Product, Price, Place, Promotion.
That hasn't been true for a long time. Product moved to product management and engineering. Place shifted to Sales. Price drifted into Finance or Operations. What the CMO kept was Promotion, the one P that shows up as a cost on the income statement instead of a driver of revenue.
That's why Marketing can't connect brand to the P&L. The answer is architectural.
If any P needs to be reclaimed, it's Price.
Brand builds willingness to pay, but Pricing doesn't capture it. Brand creates differentiation. Pricing defaults to the competitive set. One team builds the equity, another leaves it on the table, nobody is bridging the gap.
On June 17th, COLLINS is running a 90-minute study and working session for retail and consumer marketing leaders who are building strong brands and watching the value disappear somewhere between the campaign and the price tag. The first hour focuses on what it takes to make an accurate diagnostic. The final thirty minutes, we start applying it.
You won't leave with a completed diagnostic. You'll leave knowing what one requires, with the questions to take back to your team, and a 30-minute confidential conversation to pressure-test where you're most exposed.
Fifteen seats. Application-based.
The CMO lost the marketing mix a long time ago. This is what it looks like to start reclaiming it.
Apply here.