And all of this that you're talking about and what you have seen in your experience, Denny, where do you think that companies are messing up when it comes to data? What are the biggest issues that you're encountering?

Yeah, so I think the two biggest issues that come up is one, you know, it's the old adage, everyone knows it, but garbage in and garbage out.

This was a common phrase kind of when you looked at the big company sales forces or hub spots, you know, CRMs where just everybody was putting in their own data and no one was really owning that side of things.

And then you go and try to use that data and it's impossible.

You know, there's no real guided source of truth.

And that same practice has moved into the CSPs, the customer.io, the Gainsight of the world, kind of those platforms, anywhere where you can put in data, if you don't have this kind of clear initial setup of governance and boundaries around what data, who puts the data in, who's checking the health of that data, that becomes kind of problem A.

But problem B is even if that data is great and right, what we find is most people in post-sales and actually in sales don't really know how to use that data to create anything out of it.

It's easy to download, but then like how to start even analyzing all of that data for even for us ourselves to know what to bring to the table for the customer.