In the past, the marketing funnel stopped at acquisition - whether it was measured as a download, email open, click or call. That was the Key Performance Indicator (KPI) that defined success for marketers. Now that the customer journey is much more dynamic and tech driven, the acquisition piece is not the only KPI that marketers are responsible for. Retention should be the new KPI that your campaigns and engagement strategies deliver on. Retention protects the investments you’ve made in acquisition.