During a growth phase it’s natural to focus on new clients — growth is measured by their count, after all. But if existing clients churn at the same rate new ones arrive, growth is effectively standing still.
How to balance both
- Track not just new client count, but net growth (new minus lost)
- Compare acquisition cost against retention cost — the latter is usually several times lower
- Dedicate some resources to existing client success, not just new client acquisition, even if it doesn’t feel as “growth-focused”
Sustainable growth is rarely just a stream of new clients — more often it’s a balance between acquisition and retention.
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