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. 💰