Lead acquisition is a hot topic in many boardrooms and teleconferences where marketing and sales have come together to discuss strategy. Sales wants more leads. Executives want more customers. So new customers tend to be the focus as that is what seems the most logical path to increase revenue. The notion is this: new customers = more customers, more customers = more revenue.
While this seems logical, it’s not accurate.
First, gaining more new customers does not necessarily equate to....