Estimates vary, but it’s very clear that generating a sale from an existing customer is much easier than doing so with a new one. The “probability of selling to an existing customer is “60 – 70%. The probability of selling to a new prospect is 5-20%” With that information in tow, it becomes increasingly obvious that as marketers we should be tripling our effort on these existing customers versus our new ones. The problem is retention is so much less sexy than acquisition. How do we attack this reality and address it?