475: Customer Centricity: The Art of Picking Favorites

Most marketers still treat all customers like they’re created equal. Spoiler: they’re not. Some will buy once and vanish, others will stick with you for years and fuel your growth. The challenge and opportunity is learning to tell the difference, predicting their future value, and acting accordingly. 

That’s where Wharton professor and The Customer Centricity Playbook co-author Peter Fader comes in. He shows why real growth starts with admitting that not every customer is equally valuable, then using lifetime value as the north star for smarter acquisition, retention, and development moves. Forget chasing volume or squeezing acquisition costs. Peter makes the case for putting your chips on the customers who matter most and letting their behaviors guide your strategy. 

In this episode: 

• Why chasing “average” customer value hides real growth 

• How lifetime value sharpens acquisition, retention, and upsell 

• The blind spots of treating CPA as a north star 

Plus: 

• What B2B and B2C leaders can borrow from each other’s strengths 

• How sticky offerings reveal your best customers 

• Why performance metrics must connect to customer value 

• How customer-based valuation is “reshaping how finance values companies  

If you want to see how lifetime value separates your best customers from the rest and why that changes everything, this one’s for you. 

For full show notes and transcripts, visit https://renegademarketing.com/podcasts/

To learn more about CMO Huddles, visit https://cmohuddles.com/