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" ... 4. Related to this: Set a goal of having a high lifetime-value-to-CAC ratio. This ratio measures how a customer’s lifetime value to you sits in relation to the cost of acquiring that customer. A high ratio is good because it means customers are sticking with your product for a long time, making your sales and marketing investments worthwhile. If customers churn too quickly—which is easier than ever today, with so many tech products being delivered as easily cancellable subscription services—the ratio is lower. A low ratio is a signal you need to retool some aspects of your go-to-market strategy or make your product better. ... "