So, you know, I guess, uh, how has your team changed the way you think about, uh, attribution or just understanding the, the journey and what marketing's contribution of revenue really is?

Um, you know, in more recent years, especially after the introduction of DreamData, I think we've definitely taken a more integrated approach to our marketing and outbound efforts actually because we always try to synchronize with the SCRs in that, in that sense.

Um, and we now have a firm understanding that every single channel has a role to play in the journey.

Obviously, there's not a single channel that can take ownership 100% for an opportunity.

Um, so as much as possible, we try to take an omni-channel approach to all our go-to-market.

Uh, whether it's campaigns combined with, with events.

Sometimes we run campaigns before events to, to run, uh, to warm up that audience and hopefully be more recognizable when we're meeting these people at events.

But, well, what do you think will separate, um, not just marketers, but marketing teams that thrive in financial services from the ones that struggle?