Why Why Marketing exists

Every dashboard was green. The customers were still the wrong ones.

Three million dollars a year, winning the wrong customers, with every dashboard green.

One engagement, years ago. Where the method started.

It came together on one engagement. A business I worked with was spending three million dollars a year on paid search, every dashboard green, and winning customers worth a fraction of what they cost. Nobody had ever pulled together the numbers that would show it. I did, and that is where the method behind Why Marketing started.

Every CFO I worked with asked the same thing: what are we actually getting for the marketing budget? The honest answer was usually that no one knew. The data was there. It had just never been pulled into the right calculation.

Why Marketing runs that calculation. The Marketing Audit connects what a customer costs to win to what they return over time, and puts it in a form finance and marketing can both stand behind.

The founder

Alan Edwards.

I started Why Marketing to answer the one question a finance team always asks and marketing rarely can: are we winning customers for less than they are worth? I work with founders, finance leaders, investors and senior marketers to put a number on that, and to hold marketing to it.

Thirty years in senior commercial and marketing roles across B2B technology, cloud services, and enterprise software taught me where the money leaks. Why Marketing is what I built when I decided to close that measurement gap rather than keep working around it, with a method finance and marketing can both stand behind.

Get in touch →LinkedIn

The experience behind the method

None of this came from a textbook. It came from the work.

Senior marketing leadership across enterprise software, cloud, and industrial technology, from scale-up to multi-billion-pound business. The Marketing Audit is what that work kept pointing to.

Capital reallocation

$3M redirected to higher-margin segments

A business was buying the wrong customers at scale. I found it, rebuilt the targeting, and the method was born.

Demand performance

+24% pipeline from an evidence-led strategy

Reactive activity swapped for clear prioritisation and performance tracking across an international marketing function.

Enterprise scale

A 41-person global function, restructured for a £9.5B merger

Due diligence and organisational redesign across two enterprises, readying marketing for integration at scale.

Commercial alignment

A $9.94M record revenue year across EMEA & APAC

Regional marketing tied to measurable commercial outcomes, driving the strongest revenue year on record.

Sectors

Enterprise software · Cloud & managed services · Industrial software · Logistics

Regions

EMEA · APAC · North America

Operated at

CMO · SVP · VP & Director, Global Marketing

The full career history lives on LinkedIn →