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Well yeah, the same way renewing a large contract customer you've had for years is better than losing it. The owner or sales manager may not notice your customer renewed but he's damn well gonna notice if he didn't.
I'm talking in the context of how the NCAA committe might weight particular wins and losses. I could care less about the hypocrites.
You don't think sales managers measure retention rates as well as new business development? Certainly all competent ones do.