Making the To all who find themselves making the case for investment, we recommend you: business case 01 Align your team on targeting Marketing and CX strategies towards the highest value customers. Rather than solving for “the average customer,” solve for the highest value customers. 02 Gain access to the right customer-level data. If it isn’t as available as it should be, make the case to your organization of why it is critical, especially in this environment 03 Make a friend on the Finance team. Set up a cadence to review the relationships between your initiatives and customer unit economics. 04 Build the customer behavior data models to uncover growth opportunities. If you don’t have the capacity or capability, find a strong partner to help you