If I could take it all CAC

A deep dive on customer acquisition cost and payback period

The Art

Customer Acquisition Cost is what you spend in sales and marketing costs to go out and get a net new customer.

CAC Payback Period is a derivative of Customer Acquisition Cost, and spits out the number of months it takes to breakeven on that new customer.

CAC Payback Period also incorporates the customer support and maintenance costs associated wi…