B2B lifetime value & next-best-product recommender

The problem

Commercial teams were grouping B2B accounts on heuristics. They needed a principled view of how much a relationship was worth, how long it would last, and which adjacent service to propose next.

Approach

Two pieces of work: a customer-lifetime-value model with explicit uncertainty, and a next-best-product recommender. Cross-sell effects are identified causally rather than from co-occurrence, so the scores remain usable once they start shaping commercial action.

Outcome

Account-level value estimates replace sector rules of thumb, and the recommender ships with an offline evaluation harness rather than a hope that lift will appear in production.