Marketing Metrics: The Definitive Guide to Measuring Marketing Performance
According to Bain & Company, a 10 percent increase in customer retention can mean a 30 percent increase in profitability for the company. And according to Market Metrics, the probability of selling to an existing customer is 60 to 70 percent, while to a new prospect it’s just 5 to 20 percent.
Ryan Holiday • Growth Hacker Marketing: A Primer on the Future of PR, Marketing, and Advertising
The implication for investors? Legacy financial metrics should play a lesser role in analyzing businesses.
Adam Keesling • Intangible Assets: The Invisible Value Driver
Customer Lifetime Value (CLV)
Sunil Gupta • Driving Digital Strategy: A Guide to Reimagining Your Business
The acquisition will always be tied to growth, but the mantra of “acquire, acquire, acquire” is ill-conceived. With CLV at its center, the new mantra is “acquire, inquire, acquire.” See what I did there? Inquiring into why your customers buy, whether you are reading the story of the data, or asking them directly, will help avoid churn and burn.