Michael Burns

And I'll talk about the data first.

So the first thing that I look at if I'm reimagining a playbook, and I came into vFairs in November, and my remit, my marching orders are we need to grow.

And if you saw the little bump there in Q1, we're starting to see some of the impact.

And I'll show some early results now.

Sorry, at the end of the presentation that we're seeing now.

But the first thing I said is, okay, well, what am I dealing with, right?

What data do I have?

And I personally like to have a sensitivity analysis built where I can look at every single conversion rate from top of the funnel, you know, tofu, lead acquisition, branding, all the way down to churn, renewal, expansion.

And I get pretty micro on that.

And I actually do that, which we'll talk about in a bit, on a rep-by-rep basis so I know what every single rep's conversion rate is across my organization.

not because I care how many calls they make, right?

I'm not about the micro KPIs, but I want them to know what a brute force approach would look like if they needed to take it in terms of conversions.

And I also need to be able to diagnose where in my process things are not completely optimized, right?

And the best way to understand that is when you see breaks or aberrations in conversion rate.

So the first question I asked was, can I measure conversion at every single point?

The second thing that I asked is, okay, do we have, in this new environment, do we have product market fit?

Are we strategically doing the right things to the right people the right number of times?

So by that, I mean, do we have the right messaging?

Are we articulating our value proposition the right way for today?

Are we really clear about our ICP?