You don't want new customers.
You want NET new customers.
Here's how:

You can choose 2 approaches.

  1. Aligned hunters and farmers
  2. Competing hunters and farmers

It depends on the objectives you set.

It depends on the KPIs you set.

If each of them thinks only about themselves, you will keep getting new customers and losing existing ones.

Hunters can easily over-promise.

Farmers can easily underdeliver (on the overpromise).

Get them to talk to each other.

Agree on individual + shared KPIs.

Brands are built bottom-up.