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The #1 Business Metric Every B2B CEO Must Know - But Most Don't (Or They Misjudge It)
11/24/2025
The #1 Business Metric Every B2B CEO Must Know - But Most Don't (Or They Misjudge It)
What is The Single Most Important Metric that makes or breaks your B2B business? It is your pLTV:CAC ratio (Some call it LTGP/CAC). It shows you how much lifetime profit you are generating for every € you’ve spent to acquire a customer. Learn how you calculate it for your B2B business. We also touch on the traps to avoid. You will also learn how to segment pLTV:CAC How to use Cohort Analysis using pLTV:CAC and we will debunk three myths about pLTV:CAC Read our in-depth article about your LTV:CAC ratio (others call it CLV:CAC ratio) and download our infographic to help you navigate all the information you need to gather for it: We are JOST Digital Strategy Consultants, a B2B marketing agency helping consultants, architects and industrial service firms get the clients that really matter. → Want to calculate pLTV:CAC but avoid Excel hell? Use Growlytics™, our free tool that helps you visualize key revenue, sales and LTV/CAC metrics. It is for CEOs, owners and strategic marketers who don’t like to be tracked. No registration is required. You can run and use this online tool on any device. To start it, visit: Want to see our Monthly B2B Strategy Video before it gets published anywhere else? Find it at This episode in YouTube:
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