That's also where you typically see tools like Salesforce coming into play and more advanced CRMs. In a B2C business, your user funnel is actually really simple acquiring users and you're getting them into your product and then product is taking them over. There's no additional CRM, so usually your CDP is the source of truth and that's where you might actually see marketing technology fit in with growth a lot more. Just some examples like at Postmates, I worked for them for a long time as a consultant. Marketing technology was just part of growth. We had a director of growth even before that, Siqi Chen who's the CEO of runway, and I guess you were his first manager as I just learned, he was the first VP of growth and marketing technology was just part of growth and product owned that as a system.
There's no additional CRM, so usually your CDP is the source of truth and that's where you might actually see marketing technology fit in with growth a lot more.