EXPERT INSIGHTS – MARKETING INSIGHTS
CLTV is not the sole measure organizations need to use to measure performance or drive growth for the business. It is perhaps the most critical measure, however. Armed with an understanding of value over the life of the relationship will allow organizations to re-orient their marketing mix and focus spend where it’s most impactful. It may also require facing some inconvenient truths – that many of the tactics that are tried and true in your organization are no longer worth your time and investment.