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When we think sales conversion, the key to that is getting the right sales people, executing a consistent sales process, and then what you require is insightful data so that you can correct course. Marketing and sales work together to set the expectations for a customer of what problems a company solves and how the company solves them. And if marketing and sales are not aligned on their messaging, it will be confusing for the customer. And ultimately a company's profitability is on the line: if marketing and sales are not speaking the same language, your customer and prospect education is set up for confusion, and now your company is heading down a path of trying to resolve that expectations gap which will be more expensive and ultimately will lead to lower customer satisfaction because they'll not know what they're buying. Most companies think of sales conversion along the lines of how they sell, how they want to sell to a customer. With Atomic Revenue, basically everything is repurposed to a customer driven buying process. We reverse engineer the sales process to work to understand what the customer requires at each step of the sales process. So sales conversion is really securing those leads that a company can take action on through an effective qualifications process. So the lead has been generated, and sales conversion is going to secure those leads, and then they're going to educate those prospects about how the problems that they're experiencing can be solved by solutions that the company offers. And once that has happened, the customer can make an effective buying decision.