ΠωλήσειςCAC

CAC (customer acquisition cost)

Σύντομη απάντηση

The average cost of winning one new customer: sales and marketing spend divided by new customers.

Βασικά συμπεράσματα

Shows whether growth is sustainable or expensively bought
Compared with CLV, it tells you if the commercial model is profitable
Compared per channel, it shows where to add budget

CAC is measured over a period (month, quarter, year): total sales and marketing cost - salaries, commissions, campaigns, travel, licences - divided by new customers won in the same period.

Why it matters to a CEO

Shows whether growth is sustainable or expensively bought

Compared with CLV, it tells you if the commercial model is profitable

Compared per channel, it shows where to add budget

What distorts it

Sales costs left out of the calculation (travel, samples, discounts)

Counting customers at signature rather than at first paid invoice

Mismatched periods: this quarter's cost against last cycle's customers

Πραγματικό παράδειγμα

A team spending €40,000 per quarter that wins 25 new customers has a CAC of €1,600. If average first-year gross margin per customer is €1,200, acquisition only pays back in year two.

Ενημέρωση: 2026-07-17

Συχνές ερωτήσεις

What is a good CAC?+

There is no universal figure. The practical B2B rule is CLV of at least 3x CAC, with payback under 12-18 months.

How does a CRM help?+

It gives you the correct denominator: new customers by source, rep and period, alongside the activity cost behind them.

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