This conversation has gone into a place where like I was literally creating this post that I'm going to post for next week i was literally I was talking to a CRO from a $40 million company professional services no for for no this is a real thing and I was I was literally going to talk about this like he verbatim he told me our biggest struggle is that I cannot tie any of the reporting and metrics that marketing gives me to ROI and when we're talking about ROI we're talking about revenue right like how are these things trickling down into my revenue and it's not necessarily a data problem it's does marketing actually think about the things that are moving the needle and can they attribute attribute them back into the revenue and so if a marketing team is getting nervous about your question in regards to hey how are we doing in pipeline generation or what is actually driving revenue well something needs to give because marketing is it exists it it it the function of marketing is to create pipeline and so if we're not able to answer those questions then we need to really think about how we're creating all of these campaigns how we're attributing back to them and how are we reporting on every single step of the marketing initiatives top of funnel middle of funnel and bottom of funnel we have a great dashboard that we created for all of our partners all of our partners get these dashboards where we have specific metrics that we measure for top of the funnel brand awareness type of campaigns middle of the funnel who's interacting with us and bottom of the funnel which is deal creation pipeline generation and revenue numbers from from um uh from a pipeline generation point of view and closed one revenue which is ultimately what matters.