We’ve all read how marketing to existing customers is less expensive and more profitable than acquiring new ones. It certainly makes sense that existing customers would be the best source of new sales, since they have (hopefully) had a generally positive experience with your company and because your marketing and sales teams have a depth of knowledge about these customers that they can leverage to generate additional business.Why, then, do marketing teams tend to devote the bulk of their attention, and budget, to acquiring new customers?
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