One of the biggest challenges is that marketing is a very, this is going to sound therapeutic, misunderstood discipline within a company. Every board or executive team has a different definition of what marketing is. The blending of sales and marketing, especially as we get into models like product-like growth and partner ecosystems and how today especially in B2B and B2C, buyers buy is changing the dynamics for sales and marketing. So a CMO has to really not only play multiple roles, this love story, this relationship with marketing ops is absolutely critical to run marketing like a business.