Everyone in SaaS talks about CLTV (or LTV, same thing).  The lifetime value of your customer.  You can see a great detailed analysis of how to calculate it here.  And then, everyone goes on to calculate some metric telling you how much to spend on Sales and Marketing.  Usually some fraction (1/3 or so) of … Continue reading CLTV Isn’t The Whole Story. Don’t Shortchange Second-Order Revenue.