Customer lifetime value estimates the total revenue a typical client is worth over the whole time they work with you, not just their first project. It’s the number that should actually drive how much you’re willing to spend to win a client, or how much effort is worth putting into keeping one.
Estimated customer lifetime value
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Compare this against the client acquisition cost calculator — as a rough rule of thumb, lifetime value should be at least three times what it costs to acquire a client for the relationship to be clearly worth it.