Customer acquisition cost is the one number that levels every growth decision. Add up everything you spend to win customers — people, vendors, and leadership time — and divide by the customers you actually added. Most teams can't say what a new customer costs, so spend goes to whoever argues hardest. Get the number, and “should we hire, which channel, push or hold” all become answerable.
Contextualize CAC within a complete revenue plan. →
Model CAC within a comprehensive revenue planning framework. →