GTM Dictionary
Expected value
also: propensity times LTV
Expected value in scoring is propensity multiplied by lifetime value: the dollars you would expect from pursuing an account, blending how likely it is to buy with what it is worth if it does.
It is a single number that lets a rep compare a likely-but-small account against an unlikely-but-enormous one, the comparison a points system can never make.
Watch: Adam explains it (badly)
Fifteen seconds of expected value, as explained by Adam, our comedian-in-residence. If the definition did not land, maybe the joke will.
Reel placeholder. Real cut coming soon.
Related terms
See expected value in context in the full methodology.Read the guide