Customer lifetime value (CLV) should be a simple calculation. But often it’s not so easy. The challenge for some marketers is determining what aspects of CLV to focus on; for example, current versus expected future value, revenue versus profitability, dollar value versus subjective value such as influence.
How can marketing leaders decide what elements of CLV are right for their business? And, just as important, how can marketers then use those factors to guide their marketing planning? Ten marketing insiders offer their advice.