Executive summary

CLV estimates the total profit a customer generates over the relationship, discounting future cash flows. This is the Customer Lifetime Value (CLV) from the Stratenity Library, a governed strategic execution asset that is already built for you. It gives your team the full working method for customer lifetime value, and it walks through everything from the formula family: from simple multiplier to retention-adjusted CLV to clv:cac and payback period: the unit-economics test. Every asset ships with a worked client example, a clear RACI, defined KPIs, and governance you can defend, so your team adapts it to a live client engagement instead of starting from a blank page.

What is inside

What this asset covers

This is a preview of the full deliverable. Inside the Stratenity Library, this asset walks your team through the complete method, section by section, with a worked client example threaded throughout.

  • What CLV Actually Measures, and Why CAC Alone Misleads
  • Margin CLV versus Revenue CLV: Valuing Profit, Not Turnover
  • The Formula Family: From Simple Multiplier to Retention-Adjusted CLV
  • Retention and Churn Mechanics: The Variable That Runs the Model
  • Cohort Analysis: Reading Lifetime Value as It Actually Accrues
  • Discounting Future Margin: Time Value in the Lifetime Calculation

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