Customer Lifetime Value and Technology Marketing

Fred Wilson over at AVC has stirred up something of a hoo haa about the value of marketing to a technology startup.  I think Fred has point about the poor contributions marketing has made to technology startups.  My experience in business and school is that marketing tends to attract bs artists who talk a fast game, but aren’t interested in doing any hard analytical work.    For a big company, this is often not a problem.  But for a little one it can be quite dangerous.  With this post I’m going to describe using Customer Lifetime Value (CLV) as a useful tool for measuring marketing effort.  Many startup technology firms have ignored this useful tool at their own peril. Continue reading