Best Practice Report

A CMO’s Guide To Customer Lifetime Value

Emboldened Marketing Demands A Value Orientation

August 11th, 2021
Dipanjan Chatterjee, VP, Principal Analyst
Dipanjan Chatterjee VP, Principal Analyst
Brandon Purcell, VP, Principal Analyst
Brandon Purcell VP, Principal Analyst
With contributors:
Mike Proulx , Alex Schanne , Rachel Birrell

Summary

Customer lifetime value (CLV) is a robust financial methodology that enables marketers to demonstrate how their work directly contributes to the long-term value of an organization. This report helps CMOs understand how customer lifetime value works and how to incorporate it into their business.

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