CLTV Customer lifetime value (CLTV) calculates the long term net value over the lifetime of each customer. CLTV excludes costs to acquire a

Customer Net Profitability (CNP) Goal: Maximize long term value. Highlights: CLTV = ARR * margin * lifetime CAC = sales + marketing...

Customer Retention Goal: Retain & grow healthy customers. Highlights: Retaining customers usually generates higher net value vs....