Marketing Strategy
3 mins read

The customer lifetime value (CLV), an often overlooked metric by CMO’s

Eveline Smet

Founder & Growth Strategist

As a CMO, you understand that the customer is the lifeblood of your business. You also know that it’s important to focus on acquiring new customers and retaining the ones you have. But what if there was a way to focus on acquiring customers who will bring value to your business for years to come? Introducing the concept of customer lifetime value (CLV) can help you do just that.


What is customer lifetime value?

CLV is a measure of how much profit a business can expect to earn from a customer over the entire course of its relationship with the company. To calculate CLV, you need to know three things: the customer acquisition cost (CAC), the average lifetime value (ALV) of a customer, and the churn rate (the percentage of customers who leave your business each year).

Once you have those figures, you can use this formula to calculate CLV:

CLV = CAC x ALV ÷ (1-churn rate)

Knowing your CLV can help you make more informed decisions about where to allocate your marketing resources. If you find that your CLV is lower than your CAC, it might be time to rethink your marketing strategy. On the other hand, if your CLV is higher than your CAC, you can be confident that investing in acquiring more customers will be profitable for your business.


Factors that affect customer lifetime value

There are many factors that can affect a customer’s lifetime value. Some of these include:

  • The type of product or service offered
  • The price point of the product or service
  • The customer’s age and occupation
  • Their geographic location
  • How often they purchase from you
  • Whether they are referred by someone else


How to increase customer lifetime value

There are also several strategies CMOs can use to increase their CLV:

  1. Invest in marketing initiatives that encourage word-of-mouth referrals. Referred customers are more likely to be loyal and buy more products and services from you
  2. Offer incentives for customers to purchase more often. This could include loyalty programs or discounts for repeat purchases
  3. Tailor your marketing messages to appeal to specific segments of your audience. If you know which demographics are most likely to generate high CLV customers, invest in marketing campaigns that are specifically aimed at them
  4. Increase your investment in digital marketing channels such as paid search, retargeting, and email marketing. These channels have been shown to be effective at driving high-value customers
  5. Use data, customer segmentation and predictive analytics to identify which customers are most valuable to your business. This will allow you to focus your marketing efforts on acquiring more customers like them.


The customer lifetime value (CLV) is a metric that measures the potential profit a business can earn from a single customer over the course of its relationship with the company. Although to track customer behavior and identify trends. This will help you determine which marketing initiatives are most effective at attracting high-value customers.

CLV should be a key metric in every CMO’s arsenal. By understanding your CLV, you can make more informed decisions about where to allocate your marketing resources and focus your efforts on acquiring customers who will bring long-term value to your business.

If you’re a CMO, these articles could be useful for you:

Questions? Comments? Ideas! We’d love to hear from you! do not hesitate to drop us a note 😊

Eveline Smet

Founder & Growth Strategist

Eveline is our founder and the one who eats strategy for breakfast. She is in charge of budgets, KPI’s and growth plans. During her high school years, Eveline was wearing baggy pants and listening to 2PAC & Biggy. We have proof. Just ask. If you ever catch her looking off into the distance, it’s either because she wants to order sushi or she’s hungry thinking of ways to increase your profit. She’s also the biggest victim of marketing. But the biggest office sweetheart.

More content like this?

Sign up to receive first dibs on guides, sales, exclusive content, events and more!

Related Resources

You might also like