Gartner Information Technology Research

Customer Acquisition and Retention Primer for 2020

Published: 21 February 2020

ID: G00718361

Analyst(s): Noah Elkin , Rob Van Alstyne , Bryan VanDyke , Sharon Cantor

Summary

Acquiring and retaining customers require deep insight into consumers’ and business buyers’ motivations and behaviors to achieve relevance, drive conversion and deliver growth. Marketing leaders must coordinate across sales channels and with sales leaders to manage changing digital buying habits.

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