In the SaaS industry, acquiring new customers is not enough for sustainable growth; nurturing existing customers and maintaining relationships with them is equally important. The cost of selling SaaS can be high, and it takes nearly a year to make back the money spent acquiring a customer. To achieve sustainable growth, companies need to keep their customers around for as long as possible, which requires dedicated account or relationship managers who support businesses in three ways: expansion, retention, and contraction. Treating customers like they're disposable is not an option for companies built on recurring revenue.