Total cost of acquiring a new customer, including marketing, sales, and onboarding expenses.
Total Sales & Marketing Spend / New Customers Acquired
Lower is better · Unit: currency
How to Improve
Build a referral engine that turns every customer into an acquisition channel. Invest in bottom-of-funnel content that captures high-intent search traffic. Track blended CAC weekly and set alerts when it exceeds 2x your target.
Ehsan's Analysis
The Series B-stage Cybersecurity benchmark data reveals a surprising pattern: companies with the best numbers here are not the ones with the biggest teams or budgets. They are the ones with the tightest feedback loops. Weekly measurement, daily standup visibility, and 48-hour iteration cycles separate top-decile from median performance. Build the system before chasing the number.
EJ
Ehsan Jahandarpour
AI Growth Strategist & Fractional CMO
Forbes Top 20 Growth Hacker · TEDx Speaker · 716 Academic Citations · Ex-Microsoft · CMO at FirstWave (ASX:FCT) · Forbes Communications Council
Frequently Asked Questions
What is a good Customer Acquisition Cost (CAC) for Cybersecurity at Series B?
Median is $514. Top-quartile achieves $411. Aim for top-quartile to attract investors.
How does Marketplace model affect Customer Acquisition Cost (CAC)?
The Marketplace business model impacts this metric through pricing mechanics and customer behavior patterns. Benchmark against companies with the same model for accurate comparison.
How to improve Customer Acquisition Cost (CAC)?
Focus on the primary driver for your stage. At Series B, the biggest lever is usually operational efficiency and product-market fit refinement.