Mark Stouse

FASB is the organization that develops the accounting rules that all companies in the United States use, and particularly public companies, but it goes well beyond that.

And so when they see that we are FASB compliant, they kind of relax because they understand that we understand their situation.

We actually do a lot in the fiduciary duty and decision governance areas as well.

So all of that kind of dovetails together in their minds and it gives them, particularly early in the sales motion, a lot of confidence that they're talking to the right people who really understand what they're dealing with.

The Masby piece is also really important for marketers.

I mean, we want marketers and other professional groups to know that we understand where they're coming from too, right?

and that we're not trying to sharpen a knife at their expense, right?

In the end, one of the wonderful things about causal analysis, causal AI, is that everybody benefits.

Well, you could reasonably say, how?

Well, it shows you what not to do more of, because it's not working.

And it also shows you where you're absolutely killing it and where you can do more and how much more until you reach a point of diminishing returns.

So it's not only a kind of like good, not good kind of rubric, but it's also much more refined than that.

It's saying, okay, how much should you really be doing in these areas to make sure that you get the most value

without wasting money.

And today, that's really super important because money is no longer easy and it's no longer cheap to get.

And if you don't spend it the right way, the first time, the opportunity cost later gets pretty severe.

So you're kind of looking at a situation, maybe this is the best way to talk about it, right?

So for the last, say, four years, we're seeing a situation where CAC, customer acquisition cost, is actually underreported.

It's far larger than it's commonly declared as being, and it is growing substantially.

At the same time,