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Glossary / Strategy & Sales

Customer lifetime value (CLV).

The total profit a customer brings over the relationship.

What it means

The total profit a customer brings over the relationship. Comparing CLV with CAC shows how much you can afford to spend to acquire customers.

Related terms

Customer acquisition cost (CAC)Retention

More in Strategy & Sales

Account-based marketing (ABM)Bottom of funnel (BOFU)Buyer persona Fractional CMO Go-to-market strategy Ideal customer profile (ICP)Lead generation Lead nurturing

Read more.

Articles that put Customer lifetime value to work.

Cover illustration for the article “How Much Should an HVAC Company Spend on Marketing in 2026? (With the $153 CPL Benchmark)”

Home Services · 6 min read · Nick Irmo

How Much Should an HVAC Company Spend on Marketing in 2026? (With the $153 CPL Benchmark)

HVAC marketing budget math for 2026: 8–12% of revenue, the $153 cost-per-lead benchmark, and how to split spend between LSA, Google Ads and your site.

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