“The Power of CLV at IBM” by V. Kumar, Denise Beckman, Tim Bohling, Rajkumar Venkatesan This work involves a carefully planned and implemented program within IBM to optimize the number of times the organization “touches” its customers, incorporating innovations with respect to alignment with corporate objectives, forecasting cost to serve, imputing unobserved contribution margins, and allowing for inter-dependence of purchase incidence and quantity.