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Business Tools to Improve Growth Communication


Business Tools to Improve Growth Communication

Jayanth Krishnan shares an article that explains how a tool their company developed connects departments and promotes growth.

We have developed a tool that provides a common language of growth between strategy, finance, marketing, product and design teams. The tool draws upon CLV concept from marketing science, Jobs To Be Done thinking and broadly Management Science ideas. We are calling this tool CLV 2.0. This article provides the motivation (why) CLV2.0 is going to be useful for our clients and businesses in the coming future. In our next article we will publish the basic theory (what) and structure (how) of CLV 2.0. 

CLV reveals the margin opportunity

 How much is a customer worth? Is a market worth entering? What’s the margin?… This is the language of CLV. It quantitative. It weighs heavy on the minds of marketing and the C-Suite. 

CLV sees consumers as a walking stream of present and future cash flow. Many organizations value CLV highly. They align company processes to measure, forecast, and affect CLV. It’s all about the numbers. The demand driving those numbers is of little concern. 

After CLV is calculated and opportunities are identified, CLV thinking is turned off and demand thinking is turned on. The important questions to answer now are: 

What can we sell to extract those margins from consumers?

How should we promote what we should sell?

JTBD reveals the growth opportunity

 Creating growth (what to sell and  how to sell it) is what demand thinking focuses on. If CLV want to see your credit card statement so they know the price of the products you buy every month, then demand thinking wants to know why you even consume those products. 

JTBD is an elegant theory of growth and demand that helps us understand what causes consumers to adopt and continue to consume a product. The idea is that when consumers desire to make a change in their life, they will “hire” new products to help them make that change. And because consumers now desire new experiences, the products they used in the past lose their value, and are “fired”.”


Key points include:

  • Demand estimation or demand generation?
  • Different ideas that share goals (growth and margin)
  • CLV 2.0 brings together JTBD (growth) and CLV (margin)


Read the full article, Speaking the same language on growth and margin – CLV2.0, on