Over the course of my career in marketing, I’ve worked with a wide range of customers in various industries. One of my former roles was that of marketing director for a finance company that provided outsourced CFO and finance services to startups, primarily in the SaaS realm. This particular question came up often and has continued to come up frequently: “What should my efforts, both marketing and business in general, be focused on when it comes to customer acquisition versus customer retention?”
The short answer is that there are good reasons to put effort into both. But to truly determine what percentage of your time, effort, and resources should be allocated to each, there are some key things to consider.
