Insight

Getting the most from your customers

Collaboration between CMOs and CFOs drives more effective customer value calculations.

Jason Galloway

Jason Galloway

Principal, Advisory Customer Solutions, KPMG US

+1 314-244-4102

Brand loyalty. Lower costs. Increased sales and profits. 

Given customer demand for more personalized and high-value experiences, companies need to understand where they should focus their attention to get the most value from each customer. By working together to develop a robust and well-supported calculation for measuring and predicting customer lifetime value (CLTV), CMOs and CFOs will be in a better position to make decisions on the best places to invest to build profitable, long-lasting consumer relationships.

Read this paper to learn about:

  • challenges to calculating CLTV
  • advantages of collaboration between the CMO and the CFO
  • four steps for getting off to the right start
  • maximizing customer value measurement.
Getting the most from your customers
Collaboration between CMOs and CFOs drives more effective customer value calculations.

By working hand in hand with finance, the CMO can ensure that CLTV calculation is fiscally sound, considers the appropriate inputs, and is derived from accurate and reliable data.
Jason Galloway, Managing Director, KPMG Customer Advisory