CAROLINE: Got it. Got it. And so can mobile no database you talk to us a little bit about the transition from going from having a very like bottom of the funnel strategy only very like short term to medium term towards like building a longer term strategy and especially how do you transition your team into that mindset?
RYAN: There's a couple of different parts to it as you kind of alluded to. I mean, one part of it is just changing the raw strategy. I mean, the other part is setting proper expectations across the entire company, right? Like marketing influences a lot of other departments within the company and sales a lot of times is relying on marketing if they're relying on inbound leads. And so you need to make sure that you have buy-in across all departments. You need to make sure that all the key stakeholders understand and believe in this vision, that it's time to transition some of our effort to being a bit more long-term focus.
And these are the results that we're going to see, or like these are kind of the projected side effects of taking this action. And in order to like, make that transition and transition successfully, you know, sometimes you do need to develop a bit of a different team. So like we're in the process now we just hired a content marketer. That's solely going to be focused on top and middle of the funnel. So we've found ways to successfully generate, you know, high volume of leads at a really low cost that are at the top of the funnel. And after the next step is how do we nurture them and entertain them and kind of incubate them until they are ready for that hand raise event where they say, yes, I'm ready to purchase your product. I'm aware of what it is. I know why I need it. And now put me in front of the sales person so I can purchase it. Right?