How do you think it's going to evolve this year? What are the, what are the kinda changes? Where does, where does account-based selling come in?

Yeah.

Yeah, look, ABM, you're right, has been around for many years, and I prefer to call it account-based selling 'cause that's what it is.

Um, you know, some call it ABX, um, give it that level of flexibility, but critical to success is, is ABS.

Um, I think what it does is it engenders that it's not just a marketing thing, it's an us thing, and we will be successful if we focus and we execute it together.

Um, sales absolutely positively has a key and critical involvement in ABS in reference to one to one, one to few, one to many.

It links back into the overall nurture campaigns that, that are running and should be running within marketing the B2, B2B space.

So my question is, how did y- how did you change your approach after that experience so that you have not only buy-in from sales, buy-in might be the right, wrong word, having sales fully, quote unquote, "committed," participating, actually being part of the plan? How did, how did you change your approach to make that more effective?