Cullen/Frost Bankers(CFR) - 2023 Q4 - Earnings Call Transcript

Brandon King Got it. Yes. I was just trying to get a sense of this is not kind of a Herculean effort and just kind of more incremental on the margins. Phil Green No, I don't think so. I think it's – we've built our infrastructure in terms of our internal marketing resources and capabilities. So that is something that was a part – really a part of what the expense base growth was last year by and large, there will be some follow-on as those things annualize to a full year in 2024. But a lot of it is just uti ...