Scenario Quick Start Report

Tackle Your CLV Alignment Challenges With Forrester’s Scenario Quick Start Cards

How To Align Marketing And CX Metrics With Customer Lifetime Value

June 16th, 2023
Rusty Warner, VP, Principal Analyst
Rusty Warner VP, Principal Analyst
With contributors:
Martin Gill , Brandon Purcell , Maxie Schmidt , Jana Gül , Tina Moffett , Rachel Birrell

Summary

Customer lifetime value (CLV) is a robust financial methodology that enables marketing and CX executives to demonstrate how their work directly contributes to the long-term value of an organization. To leverage it, they first need to map disconnected customer metrics to CLV parameters like revenue, survival, and acquisition and servicing costs. Forrester has crafted a series of scenario quick start cards to help marketing and CX leaders tackle this alignment challenge so that they can prove ROI and justify customer-obsessed investments.

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