High cost, long process, and the number has not moved.
That is the state of most growth programs I am asked to look at. A stack that costs six figures a year, a process nobody can run without the person who built it, and a number that has not moved in four quarters.
I replace all of it with something smaller that produces a figure you can check.
Ugur GulaydinWhat I write about
What marketing actually costs and what it actually returns. Test budgets, customer acquisition cost, attribution, and the statistics behind numbers that sound precise but are not.
Read →How a company decides who to sell to, what to say, and where to show up. Positioning, value propositions, owned channels, and the sequencing that separates a plan from a launch.
Read →Being found, by people and by models. Intent research, information architecture, internal linking, and what changes when the answer is generated rather than listed.
Read →What AI changes inside a marketing organization, judged by work that shipped. Operating models, the first projects worth doing, and the ones that look impressive and produce nothing.
Read →Attribution explains where activity appeared. It does not explain economics.
An operating model tells you how many qualified opportunities the business needs and what each one is worth. Lock the definition of qualified before results arrive, then diagnose the stage that missed its assumption.
Work
AI in PracticeAn org chart is a specificationMost companies treat the org chart as a seating plan. Boxes with titles in them, arranged by who reports to whom, redrawn whenever someone…
Marketing EconomicsUpdated October 31, 202631 Meetings a Month to 129, Same HeadcountBetween January and September 2026, a B2B services company I work with went from booking an average of 31 qualified meetings a month to…
Go-to-MarketUpdated October 31, 2026A Marketing Database Is Not a List of ContactsIn 2024 I wrote that you should build your own marketing database instead of buying lists, and then described five ways to collect contacts.…
AI in PracticeThe First AI Project Most Companies SkipInside every company, three versions of reality exist at the same time. There is how leadership thinks people work. There is how people say…Everything here is work I did and what it returned.
If any of it applies to a problem you have, the form reaches me directly.