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Customer Acquisition Cost

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What is Customer Acquisition Cost (CAC)?

Customer Acquisition Cost (CAC) represents the cost a company incurs to acquire a new customer. This includes expenses related to marketing, advertising, sales, and any other costs associated with the customer journey from awareness to conversion.

In the realm of Professional Service Automation (PSA), understanding CAC is crucial as it directly impacts profitability and growth.

Importance of CAC

CAC is a pivotal metric for businesses, especially in the competitive landscape of PSA. Here’s why:

1. Budgeting & Strategy: Knowing your CAC helps in allocating marketing and sales budgets effectively.

2. Profitability: A lower CAC indicates a more cost-effective customer acquisition strategy, leading to higher profitability.

3. Growth Potential: By comparing CAC to the lifetime value of a customer (LTV), businesses can gauge their growth potential. If LTV is significantly higher than CAC, it indicates a sustainable business model.

4. Operational Efficiency: Knowing CAC helps streamline operations, allocating resources where they give the most return.

Customer Acquisition Cost

Why Customer Acquisition Cost is so important?

Calculating CAC


CAC = Total Costs of Acquisition / Number of New Customers Acquired


Imagine a PSA company spends $10,000 on marketing and sales over a month and acquires 50 new clients. Using the formula:

CAC = ($10,000) / (50) = $200

This means the company spends $200 to acquire each new client.

CAC vs Other Related Metrics

While CAC focuses on the cost of acquiring a new customer, there are other related metrics:

1. Lifetime Value (LTV): Represents the total revenue a business can expect from a single customer over the duration of their relationship. A healthy business model usually has an LTV that’s significantly higher than its CAC.

2. Time to Recover CAC: This indicates how long it takes for a company to earn back its CAC from a new customer. For PSA businesses, using tools like finance management software can help in tracking and optimizing this metric.

Metric Definition Application in PSA
CAC (Customer Acquisition Cost) Cost associated with acquiring a new customer, including marketing, advertising, and any other costs. Average expense of attracting a new client for the PSA tool or service.
LTV (Lifetime Value) Predicted net profit attributed to the entire future relationship with a customer. Expected profit from a client throughout their usage of the PSA tool or service.
Churn Rate Percentage of customers who stop using a company’s product or service during a certain time frame. Rate at which clients stop using a PSA tool or service within a given period.
MRR (Monthly Recurring Revenue) Income a company can reliably anticipate every month. Regular income expected from subscriptions or consistent contracts for the PSA tool or service.

Utilizing CAC in Business Operations

Understanding CAC can significantly influence business decisions:

1. Budget Allocation: Companies can decide how much to invest in marketing and sales based on their CAC. If the CAC is too high, it might be time to rethink strategies or explore more cost-effective channels.

2. Pricing Strategy: If the CAC is high, companies might consider adjusting their pricing to ensure profitability.

3. Operational Efficiency: PSA companies can use tools like project management software and resource management software to streamline operations, potentially reducing CAC.

4. Sales & Marketing Synergy: Aligning sales and marketing efforts can lead to a more efficient customer acquisition process. Tools like deal management software can be instrumental in this alignment.

Ready to Optimize CAC?

KEBS, a leading PSA software, offers a suite of tools designed to optimize various business operations, including customer acquisition. Here’s how KEBS can help:

With KEBS tools, businesses can allocate resources efficiently, ensuring teams work on important projects and possibly reducing costs. KEBS tools help create streamlined sales pipelines, converting leads to customers cost-effectively. KEBS offers custom reporting capabilities, allowing businesses to analyze their CAC in-depth and make informed decisions. KEBS can be integrated with other business systems, ensuring a seamless flow of data and more efficient operations.

KEBS Finance Management

Ready to optimize your CAC? Dive deeper into KEBS capabilities and see how it can transform your customer acquisition strategy. Contact us today or request a demo to learn more.

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