SHAiPE: the LTPlabs framework
Set the Decision
Define the business objective
Growth, margin protection, retention prioritization, portfolio focus
Set the level of analysis
Customer, segment, cohort, account
Define the time horizon
Short-term revenue vs long-term lifetime value
Highlight what matters
Align on success metrics
CLV, contribution margin, retention value, expansion potential
Define business constraints
Budget allocation, service levels, cost-to-serve, risk appetite
Clarify decision ownership across marketing, sales, product, and finance
Augment with AI
Combine transactional history, pricing, engagement, product usage, and cost-to-serve data to estimate customer value
- DataHistorical transactionsPricing and costsService providedProduct featuresAI ModelResultsLifetime valueContribution marginFuture value potentialExplainability
Identify the key drivers of customer value and estimate for each customer baseline lifetime value, expansion potential, and margin contribution
Prototype your solution
Build a value intelligence prototype for prioritization use cases and to find insights on customer value drivers
Run small scale pilots to validate insights on customer value drivers
Expand to scale
Integrate with CRM, pricing, and activation systems Integrate with enterprise data & planning systems to enable repeatable scenario runs
Run small scale pilots to validate insights on customer value drivers
Nutshell
What this means for your business
Deeper understanding of what customers truly value, and why they stay or grow
More efficient allocation of marketing, sales, and service investment
Higher retention and expansion ROI driven by value-based decisions
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