New customer acquisition is one of the most vital activities in any business. But it’s also one of the most expensive – studies estimate it can cost up to 5x as much to acquire new customers as it does to retain existing ones. Therefore, it’s an area where taking the wrong tack can put a huge strain on budgets and profit margins.

Two areas where client acquisition strategy can go awry are in sales process and sales strategy. They’re often overlooked as parts of the pursuit for new clients. In this white paper, we break down the importance of and the how-tos aligning your sales strategy and sales process to help maximize your chances of attaining new customers for your top line.