Timothy J. FitzGerald
Analyst · JPMorgan.
Tami, I think we're all trying to make sure we understand your question properly. I'll maybe start talking a little bit, but then I'll ask you to clarify. So over the last few years, when I talk about go-to-market a lot, we are very focused on how do we build a machine that surrounds the end user, right? So that has to do with how do we bring innovation to market, leveraging, I'll say, newly created capabilities. So for example, you've been to our innovation center, right? So that's a big investment. We've had 30,000-plus customers come through there, built a culinary team, totally revamped our rep organization, which a lot of those reps are new. They are fully aligned with Middleby to sell the breadth of all of our brands and really focus on higher technology solutions, right? So that's not only a big investment, but we kind of disrupted ourselves in the process, but we're also great at training that team and working side by side. We've invested heavily in digital tools, and maybe that's what you're alluding to a bit, and that cuts across a lot, but we do think that, that goes right to the end user with content education and developing a funnel. And one of the things that we have not talked a lot about, but we will in upcoming quarters and the year is our service initiatives, which we think will further differentiate us. We're not necessarily selling direct to the end user, but we've got all of these capabilities and channel partners that we're very well aligned with, and we strengthened those partnerships to kind of provide not only excellent engagement, but bring to them the latest innovations that we have. So it's taken us a while to build these capabilities, and its significant investments, but we believe we're kind of gaining significant traction that we can see on a quarter-by-quarter basis. So...