A lot of people forget that marking is very simple. Like you need people in the funnel and you need to convert them. Once a customer has converted, so they've now made a purchase of some kind, I think that's when as marketers, we kick into the retention side of the house. So really in my opinion, a well run marketing team would be divided on acquisition and retention and be rigorously focused on both sides. And hopefully, even within channels, you can certainly rotate your audiences.

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