Acquisition gets the attention, but loyalty drives the results

Marketing teams face more pressure than ever to fill the pipeline and acquire new customers. With access to more data and analytics than ever before, it’s no surprise that business leaders and stakeholders are focused on acquisition, too.
The problem arises when that focus overshadows one of your most valuable assets — your existing customers. Retaining customers, and even cross-selling or upselling them, costs less and delivers stronger results than attracting new ones.