The Ansoff Matrix is an important framework for sales growth because it emphasizes that:

		due to the high cost of acquiring customers, it is always easier to grow a business in the short term by selling more of something to an existing customer through market penetration.
		due to the low cost of acquiring customers, it is always easier to grow a business in the short term by selling more of something new to a new customer through diversification.
		due to the low cost of acquiring customers, it is always easier to grow a business in the by selling more of something existing to a new customer through market development.
		Product development is the only viable option for sales growth for a company.