Building a Marketing Conversion Funnel

Kelsey and Peter, you have a pretty evolved understanding of your marketing conversion funnel. Do you think about sort of the value at those stages and does your team have good enough data to say that I know what an opportunity cost or a lead cost and I know what it's worth? We are definitely getting there for sure according to K.C. Sweet who has really challenged me to look holistically at the cost of a sale or the cost of to acquire new business. To retain a customer year after year is so important for us and for them to see us as a strategic partner.