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Track B2B Customer Lifetime Value to Boost Results

August 4, 2011  

In a post at the B2B Sales & Marketing Knowledge Sharing  blog, Scott Gillum cites stats from a recent benchmark report. The report, which was prepared by the IT Services Marketing Association (ITSMA), shows that B2B marketers most rely on three specific metrics to measure the success of their lead-generation activities.

The study's must-have metrics?

They are:



  • Number of qualified leads
  • Number of closed deals
  • Revenue growth

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Comments

  • by Mark Armamentos Thu Aug 4, 2011 via web

    Hello Scott,
    Nice and concise. I must admit I do not know the calculation for customer lifetime value. Can you share?
    Thnak you and have a great day. Mark Armamentos

  • by Scott Gillum Fri Aug 5, 2011 via web

    Hi Mark - thank you for the comment. Attached is a link to a whitepaper that should help you better understand how to calculate CLV.

    http://www.anderson.ucla.edu/faculty/dominique.hanssens/content/JSR2006.pdf

  • by Mark Armamentos Fri Aug 5, 2011 via web

    Thank you for the quick reply Scott! Have a great Friday.

  • by clairec@marketingprofs.com Fri Aug 5, 2011 via web

    Thanks for responding, Scott. Happy to present your ideas through this Get to the Po!nt. Hope the white paper helps, Mark.

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