CLV Metrics Battlecards
Recall the practical distinctions between CLV, revenue, margin, CAC, and payback.
What is the first question to ask when someone says "CLV"? Ask whether they mean revenue, gross margin, or contribution value. The basis determines whether the number can guide acquisition spend, retention investment, or only top-line sizing. Definition first CLV versus CAC payback A channel can have attractive CLV and still be dangerous if payback is too slow for the business. "The LTV:CAC ratio is above target, so we should scale." Your line Good signal. Before scaling, let's split it by channel and check payback, margin basis, and first-90-day retention. Scaling from a blended ratio can hide weak cohorts. It…
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