5%—20%
improvement in acquisition ROI (CLV/CAC)
SHAiPE: the LTPlabs framework
Set the Decision
Define the acquisition objective
growth, profitability, customer mix optimization
Set the decision level
campaign, channel, segment, geography
Define the relevant time horizon
short-term conversion vs long-term customer value
Highlight what matters
Define the acquisition levers
digital channels, offline channels, partnerships, campaigns
Clarify the target segments and value profiles to prioritize
Establish budget constraints and channel capacities
contact scripts, message variants, channels and ownership
Align KPIs
customer acquisition cost, conversion rate, CLV/CAC ratio
Augment with AI
Combine customer data, behavioral signals, and channel performance data
Predict conversion likelihood and expected customer value (CLV)
Estimate acquisition cost and channel effectiveness
Optimize budget allocation across channels and segments
Identify high-value prospects to target and prioritize
Prototype your solution
Pilot targeting strategies across channels and segments
Test budget allocation scenarios and campaign designs
Validate incremental acquisition impact and ROI
Expand to scale
Integrate into marketing platforms and campaign workflows
Train teams on value-based targeting and budget allocation
Establish governance for budget allocation cycles, campaign optimization and performance tracking
Nutshell
What this means for your business
More efficient allocation of marketing spend across channels and segments
Higher share of high-value customers acquired
Faster and more consistent acquisition decision-making
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