Customer Lifetime Value (CLV) is defined as?

Customer Lifetime Value (CLV) is essentially a projection of the total revenue that a business can expect to earn from a customer throughout the entire duration of their relationship. This is crucial in sales and marketing because it allows companies to understand how much they should invest in acquiring customers and retaining them. By estimating future revenues generated from a customer, businesses can make informed decisions about their marketing strategies, customer service, and resource allocation.

The focus on future revenues is significant because it provides insights not just based on past transactions but also considers the potential for repeat purchases, upselling opportunities, and referrals that a satisfied customer might bring. Understanding CLV helps businesses gauge the long-term value of their customer relationships, which is vital for sustainable growth and profitability.