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
Series B-stage SaaS founders obsess over this metric at the wrong altitude. Zoom out: does improving this metric compound into durable competitive advantage, or is it just vanity? In SaaS, this metric directly correlates with 18-month survival rates. That makes it worth the obsession, but only if you tie it to the specific product and go-to-market actions that drive it.
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 SaaS at Series B?
Median is $379. Top-quartile achieves $303. Aim for top-quartile to attract investors.
How does Usage-Based model affect Customer Acquisition Cost (CAC)?
The Usage-Based 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.