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[Music] jason tell us a bit about how um ample fits into that yeah sure i mean yeah the the the first thing to say about amply is kind of a bit that goes above all that we we've already touched upon uh rob which is the uh the challenge in the funnel um and the funnel actually in b2b is actually wrong in itself the shape of it is actually wrong they're suggesting that it's wide at the top and now at the bottom suggest you can just keep you know running a load of data down there and stuff will drop down the bottom or most of the clients we work with have targets and commercials aligned to a size world they haven't actually mapped yet um or which if they have mapped it it's been driven by sic codes um we'll come back we'll come back onto that in a minute um because they bring in in themselves a whole load of inefficiencies and and issues uh within the sales process but the funnels wrong in shape most organizations haven't got a view of who they can do business with they haven't mapped the size of the world uh and most b2b organizations are actually selling into a very finite world and there's only so many people you can sell to slight difference to the consumer world where it's obviously much more driven by volume and so so really data and ai and what can be done start to fix and reshape that b3 sales funnel and so we've talked about src so most organizations if they are buying data or using data and their prospecting process will be using cipco's sic codes as a dominant kind of force and that's what we're starting to challenge now with the prospect blueprint model and what can be done with ai uh and really sophisticated um ways of machine learning to model data and and not rely on sic codes to do that so that basically allows us to find the universe faster find the universe in a more precise way pinpoint our efforts far more precisely than was previously thought possible and so that that's just one example of how the prospect blueprint products we're developing together and is is allowing us to to find more prospects ultimately um because of all the inefficiencies and um uh inadequacies of the src cos bring um but really then it's actually around once you've built that layer of intelligence what do you actually do with it how do you then connect that into into the funnel um and going back to what we said at the start you know the b2b buyer know more about you and you you know about them that's true the b3 buying process is also now i think on average got six to ten um decision makers uh in an influencer cycle and so that that influencer chain is huge so you know that don't think that you can just sell to one decision maker um which is how a lot of salespeople continue to sell and to to get the decision made it isn't uh you've got to find out who the who the influences are and again the capabilities to do that sits in our solution but then once you've got the data how do you then speak to them how do they connect all these dots and bring that to life so again how do you influence those touch points in the right way away from the sales efforts the boots on the ground the calling effort the sales guys efforts uh in in field sales meetings you've got to be touching all those points through automation and through uh online digital means banner advertising programmatic and search etc etc so all these things start to be pulled together and the input and that intelligence layer that we're creating for our clients is going to allow you to do that seamlessly and as michael said the key point here the key thing i'm most passionate about in all of this is the acceleration of ai yeah you will get there by doing a lot of this stuff in old ways if you like but you're going to get there two three four five years slower than adopting this technology and you'll get there in weeks and months very good so nothing sacred in the in the sales and marketing world jason you're going after the funnel shape which is something we've all been taught and brought up on i suppose in sales um and you're also going after the sick code so uh it's you know it sounds pretty revolutionary in terms of what you're going for