In this age of increased marketing accountability, there is a persistent need to quantify the effect of several marketing actions at the individual customer level through the financial metrics that would be of interest to a Chief Financial Officer (CFO). Through this Executive Summary, we propose that measuring and maximizing Customer Lifetime Value (CLV) will help companies address this issue. When decisions are based on the CLV paradigm, companies can make consistent decisions over time, about: (a) which customers and prospects to acquire and retain; (b) which customers and prospects not to acquire and retain; and (c) determine the level of resources to be spent on the various micro-segments. Using the CLV framework, this Executive Summary establishes that: