GTM Dictionary
Lifetime value
also: LTV, CLV
Lifetime value (LTV) is the total revenue an account is expected to generate over the life of the relationship: a survival curve, how long they will stay, multiplied by expected contract value, discounted to today.
Scoring on propensity alone fills the boat with leaky deals. Weighting by LTV keeps a durable, larger account from being outranked by a quick win that churns in year one. Retention risk lowers an account's value before anyone calls it.
Watch: Adam explains it (badly)
Fifteen seconds of lifetime value, as explained by Adam, our comedian-in-residence. If the definition did not land, maybe the joke will.
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Related terms
See lifetime value in context in the full methodology.Read the guide