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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