CLV Circle is a framework for understanding customer lifetime value. It is a visual representation of the relationship between customer acquisition, marketing, and retention. The CLV Circle is divided into four quadrants: Acquisition, Marketing, Retention and Lifetime Value. The Acquisition quadrant includes the cost of acquiring customers through any channel such as advertising or public relations. The Marketing quadrant includes the cost of marketing to customers not yet acquired and the lifetime value of these customers. The Retention quadrant includes the cost of retaining customers and their lifetime value. The Lifetime Value quadrant shows how much revenue can be generated from a customer over their entire lifetime with an assumption that they will remain loyal to your company for an average of five years.