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As a former executive global marketing leader, Alan saw the deterioration that was happening across B2B marketing as the function becomes increasingly scrutinised by executive leadership. He set up his own consultancy, Why? Marketing to help marketers and businesses diagnose the gaps and constraints to marketing success and reconnect marketing with the business. In the process of doing this he has found many kindered spirits. Marketing leaders who share the view that B2B marketers need to re-evaluate their operations, many of them are collaborating through the group meetings that Alan runs.

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