Design for Lifetime Value like a Visa PMM

Episode notes

Most PMMs don't track customer lifetime value, but we absolutely should. When you understand CLV, every trade-off becomes crystal clear - you know exactly where to focus your energy and can shape strategies around what actually retains your best customers. Today we're diving into how Visa built their lifecycle marketing practice from scratch, turning one-and-done transactions into proper repeat engagement. Terry Setiz joins me with 20+ years at Coca-Cola, HBO, Hasbro, and Visa. Here's what surprised me: Visa isn't a credit card company - they're a payment tech powerhouse (obvious, once you think about it!). Terry’s team embraced e-commerce with Visa Checkout, smashed down silos between marketing and IT, and created the genius 'One Hand' campaign featuring NFL stars making touchdowns while checking out simultaneously. Terry's golden advice? Stop treating product launches like tick-box exercises. Think long game, experiment like a mad scientist, and don't be scared to pivot when data tells you to. His approach proves that understanding your market and solid KPIs keep everyone aligned whilst building for both today's wins and tomorrow's growth.

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