Every business (and every founder for that matter) worth their salt grapples with their value-added. Whether they’re providing the value that a customer needs and expects, and whether they’re doing all that they can to ensure customer retention and prevent the loss of customers to competitors. But value works both ways. B2B Saas Companies also need to be able to calculate how much value (or revenue and gross margin) the customer brings to them throughout their lifetime as a customer. And that’s especially true in the increasingly competitive world of B2B SaaS.