James Heppelmann
Management
Yeah, okay. You got a series of questions there. What I think the main answer to your question is portfolio management. I think for decades, Jay, every year we just kept doing what we were doing in the previous year. And right now we're being a lot more dynamic about it. We're seeing what's the best way to use these resources. And we're moving them around. We're taking people; we're doing something that wasn't generating that much value in its 10th, 20th, 30th year and we're putting them on things that are jaw-dropping new concepts for R&D. We're looking at sales and marketing and we're saying – the way to really grow this company is to figure out how to do it without having to have commensurate growth in the sales force. Why don't we figure out how to tap into marketing ideas, better lead to revenue programs, new forms of selling that every other software company on the planet uses. And some interesting things that happened with the acquisitions we made, if you look at, for example, the Kepware business, they only have three sales reps and the productivity per rep is off the charge; it's many, many millions of dollars per rep. That's because they basically have perfected marketing-led, low-touch sales model. And then, if you look at Vuforia, Vuforia has – last time I saw the number – 210,000, quote, unquote, customers, and zero sales reps. So now they have one. So we're acquiring companies who are teaching us new things and we're hungry for knowledge now because we've got different attitude than we had for decades. We have an attitude that we're going to win as a high-tech company and we're going to do it by growing, but we don't have to get fat to grow, because there's plenty of portfolio management opportunity in a company of this size, we just have to be smarter about how to deploy our resources sometimes into marketing versus sales, sometimes into new ideas versus old; but make sure the whole portfolio works. I know that maybe behind your question, there's questions like are we spending enough money on CAD, and sometimes I laugh because companies I think about a lot are companies like Onshape, and I say how many developers they have, 20, 30, maybe. I mean, I only have 400. So I'm worried about somebody who has substantially less resources, but I'm worried because they might be innovating more. So then I ask my question, I'm not going to win the battle by putting the largest army on the field, I'm going to win the battle by innovating more, now we're back to portfolio management. Is it better to write a line of code in Vuforia or in Creo? They're all 3D products. So let's look for the way to innovate most, and we can – like I said, we can aim to innovate and grow without aiming to get fat in the process.