The Best Route to Sustainable Growth  Who drives most of your
revenue growth? You might be surprised.   The Best Route to
Sustainable Growth   Grow Change   All growth is not created
equal. And growth, as you know, can eat cash. So what’s the most
cost-effective and efficient way for your company to grow?  The
two most obvious choices are 1) to acquire new customers, and 2)
to encourage existing customers to spend more frequently. The
challenge lies in determining the proper balance between the
two.  Conventional wisdom holds that companies should spend a
larger percentage of their marketing budgets on attracting new
customers than on tending to existing ones, but I’m not
convinced. Increasing the sheer number of customers doesn’t
necessarily result in sustainable revenue growth. In many cases,
customer acquisition is not the most cost-effective way to spend
your budget. Let’s explore why.  Research from Forrester and
Adobe shows that, on a dollar-for-dollar basis, the greatest
impact to your business comes f