If you don't it's going to be a lot hard to figure out where they're hiding. When you know exactly who they are and what they do you'll know what comes next. It becomes so much easier to keep track of everyone that might mean something to your agency. You can spend more time focusing on them and what they need. That's what I talk with Woody Brown, or The Rhoads Groups, about as he figures out his. P.S. You're one of our people if you sign up for the newsletter.