Predictability is the New Growth
A surprising number of leaders aren't measuring LTV or NRR with intention.
Joseph Loria
5/8/20251 min read


In this economy, predictability is the new growth. 🚀📈
And yet, I still meet so many who are grinding away building pipeline and adding headcount. In fact, just yesterday morning, this topic came up over coffee with a colleague who was lamenting this same approach. 😒
And they’re doing this building without a clear view of the two metrics that make growth sustainable:
LTV
And NRR.
All growth leaders are tracking new revenue. 📝
And many keep a close eye on Customer Acquisition Cost (CAC).🔎
But a surprising number don’t measure Lifetime Value (LTV) or Net Revenue Retention (NRR) with intention. 😮
This creates unnecessary risk. 🚩
Because when your strategy leans too hard on acquiring new customers:
CAC remains high; ⬆️
Growth forecasts lack confidence; 👎
Growth becomes more volatile than predictable. 🎢
But when you focus on maximizing LTV:
Retention, upsell, and expansion take pressure off net-new wins; 💪
CAC becomes more efficient and a valuable investment; 📉
Revenue stabilizes, and valuation multiples rise. 📈
This doesn’t require magic. It requires visibility and prioritization:
Define what a healthy, renewing customer looks like; 🩺
Track health and other leading indicators; 🚦
Equip your team with playbooks to mitigate risk and drive longer-term value. 📚
Then, growth becomes more planful.
Your strategy gets more resilient.
To scale through uncertainty, don’t just look at what you’re adding to the top line. 🔝
Track what you’ve already earned, keep it, and expand it. 💰