HomeResearch Articles Calculating Customer Lifetime Value in B-to-B

Calculating Customer Lifetime Value in B-to-B

  • Differences in customer value are dramatic in b-to-b, where most companies recognize a large share of revenue from a small group of customers
  • Few b-to-b companies use lifetime value analysis in their marketing strategy, in part because traditional models require adjustment for use
  • Unlike b-to-c, where “who is a customer” boundaries are clear, b-to-b requires first determining the focus for calculations, then modeling and adding qualitative factors
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