And how did you discover that, that you were vulnerable in that way? What made the organization feel that vulnerability?

Number one, I think we saw some customers leaving and we didn't know why.

So that triggered us to go commission some external customer research in one of our priority segments.

So we did interviews with buyers and people who specified products or specified jobs to understand how purchasing decisions actually get made.

And we had a very consistent finding.

that the real purchase decision happens before the RFQ and we were in this RFQ stage and we didn't really understand the buying stages because we never had to previously but when the purchase decision happens we're not actually in the room and so vendor selection is effectively determined before any procurement process begins But because of this inertia, we thought we were being selected on merits.

But in reality, we were being selected by inertia.

telling