<!-- CLV model brief · from Chapter 09 of The Product 360 Handbook -->

# Customer lifetime value model brief · [Product] · [Date]

**Owner:** [PM]   **Finance partner:** [Name]   **Decision it informs:** [For example: channel investment, acquisition spend limits, CS coverage]

## Question
[One sentence. For example: "Is a mid-market customer acquired through partners worth more or less than a direct one, after cost to serve?"]

## Scope
- Segments or channels compared:
- Population and time window:
- Exclusions:

## Model type
Simple (constant retention, margin multiple) / Survival-weighted by segment / Predictive per account
Why this level is enough for the decision:

## Inputs and assumptions
| Input | Value or range | Source | Confidence |
|---|---|---|---|
| Revenue per customer per year | | | |
| Gross margin after inference and hosting | | | |
| Cost to serve (CS, support, onboarding) | | | |
| Partner margin (if any) | | | |
| Retention by year (from survival curve) | | | |
| Expansion assumption (capped or decaying) | | | |
| Discount rate | | Finance | |
| Acquisition cost | | | |
| Horizon | [years] | | |

## Outputs
| Segment | CLV low | CLV base | CLV high | CLV ÷ acquisition cost | Payback period |
|---|---|---|---|---|---|
| | | | | | |

## Sensitivity
The two assumptions that move the answer most:
1.
2.

## What this model doesn't capture
[For example: strategic value of logos, partner-level churn, referral value]

## Recommendation and confidence
[Decision supported, confidence level, what would change it]