Don't underestimate the importance of customer development. Alison Gibbins, Marketing Consultant with Alison Gibbins Consulting, relates why your marketing strategy will likely fail to realize your growth goals if you skip this critical element. Customer development is a constant process that you should undertake at every stage of your customer acquisition funnel.

Read up on content marketing and other paid acquisition channels in the MaRS Growth Marketing Playbook: marsdd.com/growth-marketing-playbook/