![Building A Digital PR Strategy: 10 Essential Steps for Beginners [With Examples]](https://buzzsumo.com/wp-content/uploads/2023/09/Building-A-Digital-PR-Strategy-10-Essential-Steps-for-Beginners-With-Examples-bblog-masthead.jpg)
![How One Brand Solved the Marketing Attribution Puzzle [Video]](https://contentmarketinginstitute.com/wp-content/uploads/2025/03/marketing-attribution-model-600x338.png?#)
Building Customer Value: From Theory to Practice
Related Reading F. Selnes and M.D. Johnson, “What Leaders Still Get Wrong About Customer Portfolio Management,” MIT Sloan Management Review, March 18, 2025. F. Selnes and M.D. Johnson, “Manage Your Customer Portfolio for Maximum Lifetime Value,” MIT Sloan Management Review, Sept. 13, 2022. The advantages of customer-centric business are well documented. Still, many companies struggle […]
The advantages of customer-centric business are well documented. Still, many companies struggle to center their customers in their strategies. Customer portfolio management provides a framework for achieving customer-centricity. Fred Selnes and Michael D. Johnson, in their new book Customer Portfolio Management: Creating Value With a Large Leaky Bucket of Customers, expand on this framework. They explain why customer retention strategies outperform acquisition-focused approaches. And they encourage companies to develop more sophisticated customer analytics beyond simple metrics.
In this webinar, you will learn:
- Why many companies fail to implement proven customer-centric strategies.
- A practical approach for centering customers through customer portfolio management.
- How to balance customer acquisition versus retention — and why defensive strategies deliver superior results.
- How to develop meaningful customer analytics with predictive AI tools and causal models.
