Value to Customer (V2C) is as important as Customer Lifetime Value (LTV)

Customer lifetime value (LTV or CLV) is a critical metric for many companies in the subscription economy. But before your LTV comes V2C (Value to Customer). Understanding how you will create value to your customers over time should come before estimates of LTV and LTV and V2C need to be kept aligned.

Never miss an update

Subscribe to the Value & Pricing Newsletter to get insights that help you supercharge your growth.

Ask me anything about value management, pricing, or value based selling

Inspiration questions

✦What’s the missing link between Value to Customer (V2C) and Customer Lifetime Value (LTV) in your strategy?

✦How can aligning V2C with LTV drive growth in the subscription economy?

✦Can you build a free value model for my business?

✦How can I show customers the true value of my solution?