Two of the most important pillars for SaaS growth are customer acquisition and customer retention.

During the early days of a business, the goal will be to gain traction. Naturally, customer acquisition will be top of mind in achieving this. However, as a business systematically reaches certain thresholds, growth rates will slow down. Naturally, high-rate growth cannot be maintained on the long run, and certainly not without tremendous costs.

Once you reach that point, your hard work for acquisition has to be complemented by retention efforts. In fact, these efforts are essential for driving the customers further in the SaaS customer lifecycle and making all the acquisition efforts pay off.