Calculate the total cost of winning one new customer.
Customer acquisition cost divides every marketing and sales dollar by the new customers those dollars produced over the same window. CAC only means something next to the lifetime value of those customers, and a rising CAC is the earliest warning that growth is getting pricier.
Customer Acquisition Cost
CAC = (marketing spend + sales cost) / new customers
CAC = (marketing spend + sales cost) / new customers Customer acquisition cost divides every marketing and sales dollar by the new customers those dollars produced over the same window.
CAC only means something next to the lifetime value of those customers, and a rising CAC is the earliest warning that growth is getting pricier.
This calculator takes 3 inputs: Marketing spend, Sales team cost, New customers. The pre-filled defaults are a realistic starting point — replace them with figures from your own environment for a result you can act on.