Mark Stouse

well i mean anybody who has been in the go-to-market professions for any length of time knows all too well that the business is still not persuaded that the value is clearly established

that they know what to invest in and what not to invest in.

They don't know how to calibrate their investments at all.

And that is only been exacerbated by the volatility and high velocity change in the marketplace.

which essentially means that past is not prologue.

You can't look at how you've always done it and just assume that it's still gonna work.

And we see that, I mean, every year we publish an annual report on

Effectiveness in different parts of companies, but one of them is go-to-market effectiveness.

And we just keep on seeing it sink and sink and sink.

And it crossed over the 50% mark in 2025.

So that was fantastic.

In the Fortune 500 or so, Fortune 1000 actually, it was over 50% of go-to-market spend.

So that's sales, marketing, product, customer success, and depending on the company, other things that touch the customer.

That's more than 52, 53% of it was ineffective.

And for startups and scale-ups, it's a lot worse.

It's like about 72% ineffective.

So it's a huge issue that everybody talks about all the time.

And so even nine years ago when we started Proof,

It was a big, really big deal.

And so that's the basis of filling that need is the basis of, of starting the company.