Felix Van De Maele

So that's why you really got to invest upfront to close these deals.

And that's really where most of the money gets in.

But with the very low churn, I mean, the gag LTV ratio is really, really high.

What is really high?

It's like, it's almost indefinite.

It's hard to calculate right now because we almost have no churn and there's no limits whatsoever.

Yeah, I think what we really look at is sales efficiency, sales and marketing efficiency.

So how much sales and marketing dollars are we spending to generate $1 of ARR?

What is that number?

It's around benchmark data, around 0.8, 0.9.

So it basically means that it's close to one, so it means that it costs us $1 in sales and marketing expense to generate $1 in ARR.

Oh, I see.

So it's basically, I think, a 12-month payback.

Payback.

Uh, then we have engineering in Brussels and Poland and, um, sales and marketing for, uh, Europe is out of London.

That's where we started.

So legally, it's still a Belgian company.

That's where we got started.

But then most of our customers actually were in the US.

So that's where we moved to the US, the founding team to New York, followed our customers.