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2b:["$","span",null,{"children":"Long sales cycles mean this quarter's spend creates next quarter's customers. Lagged, cohort-based CAC shows the real cost."}]
2c:["$","li","Blended CAC hides the segments that pay back and the ones that don't. Split by channel, motion, and customer size.",{"className":"flex gap-3","children":[["$","span",null,{"aria-hidden":"true","className":"mt-2.5 size-1.5 shrink-0 bg-signal"}],["$","span",null,{"children":"Blended CAC hides the segments that pay back and the ones that don't. Split by channel, motion, and customer size."}]]}]
2d:["$","li","Your own trended baseline is the most useful benchmark. Treat external figures as context, and only after checking their definitions.",{"className":"flex gap-3","children":[["$","span",null,{"aria-hidden":"true","className":"mt-2.5 size-1.5 shrink-0 bg-signal"}],["$","span",null,{"children":"Your own trended baseline is the most useful benchmark. Treat external figures as context, and only after checking their definitions."}]]}]
2e:["$","div",null,{"className":"mt-14","children":["$","div",null,{"className":"article-body","children":[["$","p","0",{"className":"mt-5 text-[1.0625rem] leading-[1.75] text-ink-soft","children":[["$","$1","0",{"children":"Customer acquisition cost is one of the most quoted numbers in SaaS and one of the least comparable. Two companies can report the same CAC and be in very different health, because one includes sales salaries and the other counts free trials as customers."}]]}],["$","p","1",{"className":"mt-5 text-[1.0625rem] leading-[1.75] text-ink-soft","children":[["$","$1","0",{"children":"This guide shows how to calculate CAC so it can guide budget decisions, how to segment it, and how to build a benchmark from your own data before reaching for anyone else's."}]]}],["$","h2","2",{"id":"define-cac-before-you-compare-it","className":"mt-16 scroll-mt-28 text-[1.75rem] font-medium leading-tight tracking-[-0.025em] first:mt-0","children":"Define CAC before you compare it"}],["$","p","3",{"className":"mt-5 text-[1.0625rem] leading-[1.75] text-ink-soft","children":[["$","$1","0",{"children":"Every CAC number rests on two decisions: which costs go in the numerator, and which customers go in the denominator. Write both down. Then keep them fixed, or restate history whenever they change."}]]}],["$","figure","4",{"className":"mt-8 rounded-lg border border-line bg-surface p-6 text-center","children":[["$","figcaption",null,{"className":"text-label uppercase text-muted","children":"Blended CAC"}],["$","p",null,{"className":"mt-3 font-mono text-[1.0625rem] leading-relaxed text-ink sm:text-lg","children":"Blended CAC = Total sales and marketing cost ÷ New customers acquired"}],["$","p",null,{"className":"mx-auto mt-3 max-w-lg text-sm text-muted","children":[["$","$1","0",{"children":"The business-level view. It answers what it costs, in total, to add a customer."}]]}]]}],["$","figure","5",{"className":"mt-8 rounded-lg border border-line bg-surface p-6 text-center","children":[["$","figcaption",null,{"className":"text-label uppercase text-muted","children":"Paid CAC"}],["$","p",null,{"className":"mt-3 font-mono text-[1.0625rem] leading-relaxed text-ink sm:text-lg","children":"Paid CAC = Paid media cost and directly attributable costs ÷ New customers attributed to paid channels"}],["$","p",null,{"className":"mx-auto mt-3 max-w-lg text-sm text-muted","children":[["$","$1","0",{"children":"A channel-level view. It depends on your attribution rules, so treat it as an estimate."}]]}]]}],["$","div","6",{"className":"mt-8 overflow-x-auto rounded-lg border border-line bg-surface","children":["$","table",null,{"className":"w-full min-w-[34rem] border-collapse text-left text-[0.9375rem]","children":[["$","caption",null,{"className":"border-b border-line px-5 py-3 text-left text-label uppercase text-muted","children":"What to include in fully loaded CAC"}],["$","thead",null,{"children":["$","tr",null,{"className":"border-b border-ink/60","children":[["$","th","Cost",{"scope":"col","className":"px-5 py-3 font-semibold","children":"Cost"}],["$","th","Fully loaded CAC",{"scope":"col","className":"px-5 py-3 font-semibold","children":"Fully loaded CAC"}],["$","th","Notes",{"scope":"col","className":"px-5 py-3 font-semibold","children":"Notes"}]]}]}],["$","tbody",null,{"children":[["$","tr","0",{"className":"border-b border-line align-top last:border-b-0","children":[["$","th","0",{"scope":"row","className":"px-5 py-3 font-medium","children":[["$","$1","0",{"children":"Media spend"}]]}],["$","td","1",{"className":"px-5 py-3 text-ink-soft","children":[["$","$1","0",{"children":"Include"}]]}],["$","td","2",{"className":"px-5 py-3 text-ink-soft","children":[["$","$1","0",{"children":"All paid acquisition channels, including retargeting."}]]}]]}],["$","tr","1",{"className":"border-b border-line align-top last:border-b-0","children":[["$","th","0",{"scope":"row","className":"px-5 py-3 font-medium","children":[["$","$1","0",{"children":"Agency and contractor fees"}]]}],"$L34","$L35"]}],"$L36","$L37","$L38","$L39"]}]]}]}],"$L3a","$L3b","$L3c","$L3d","$L3e","$L3f","$L40","$L41","$L42","$L43","$L44","$L45","$L46","$L47","$L48","$L49","$L4a","$L4b","$L4c","$L4d","$L4e","$L4f","$L50","$L51","$L52","$L53"]}]}]
2f:["$","aside",null,{"aria-labelledby":"article-cta-title","className":"tone-night mt-16 rounded-lg bg-night p-7 text-night-text sm:p-9","children":[["$","h2",null,{"id":"article-cta-title","className":"text-display-md","children":"Want a second look at your CAC math?"}],["$","p",null,{"className":"mt-4 text-night-muted","children":"A Growth Audit reviews how acquisition cost, pipeline, and payback are measured across your ad accounts and CRM, and where the numbers may be steering budget in the wrong direction."}],["$","$L7",null,{"href":"/growth-audit","className":"btn inline-flex shrink-0 items-center justify-center whitespace-nowrap rounded-md font-medium tracking-[-0.005em] bg-paper text-ink hover:text-white focus-visible:text-white [--btn-fill:var(--color-signal)] h-12 px-5 text-[0.9375rem] gap-2.5 mt-7","children":[["$","span",null,{"className":"btn-fill","aria-hidden":"true"}],["$","span",null,{"children":"Get a Growth Audit"}],["$","svg",null,{"width":16,"height":16,"viewBox":"0 0 16 16","fill":"none","stroke":"currentColor","strokeWidth":1.5,"aria-hidden":true,"focusable":false,"className":"btn-arrow","children":["$","path",null,{"d":"M2.5 8h10M8.75 4.25 12.5 8l-3.75 3.75","strokeLinecap":"square"}]}]]}]]}]
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31:["$","nav",null,{"aria-label":"Related services","className":"lg:col-span-4","children":[["$","p",null,{"className":"text-label uppercase text-muted","children":"Related services"}],["$","ul",null,{"className":"mt-4 border-t border-ink","children":[["$","li","analytics-attribution",{"children":["$","$L7",null,{"href":"/analytics-attribution","className":"group flex items-center justify-between gap-4 border-b border-line py-4","children":[["$","span",null,{"children":[["$","span",null,{"className":"block font-medium","children":"Analytics + Attribution"}],["$","span",null,{"className":"mt-1 block text-sm text-muted","children":"GA4, server-side tracking, and CRM revenue attribution."}]]}],["$","svg",null,{"width":16,"height":16,"viewBox":"0 0 16 16","fill":"none","stroke":"currentColor","strokeWidth":1.5,"aria-hidden":true,"focusable":false,"className":"btn-arrow shrink-0","children":["$","path",null,{"d":"M2.5 8h10M8.75 4.25 12.5 8l-3.75 3.75","strokeLinecap":"square"}]}]]}]}],["$","li","paid-media",{"children":["$","$L7",null,{"href":"/paid-media","className":"group flex items-center justify-between gap-4 border-b border-line py-4","children":[["$","span",null,{"children":[["$","span",null,{"className":"block font-medium","children":"Paid Media"}],["$","span",null,{"className":"mt-1 block text-sm text-muted","children":"Search, Shopping, and Performance Max run against CAC and MER."}]]}],["$","svg",null,{"width":16,"height":16,"viewBox":"0 0 16 16","fill":"none","stroke":"currentColor","strokeWidth":1.5,"aria-hidden":true,"focusable":false,"className":"btn-arrow shrink-0","children":["$","path",null,{"d":"M2.5 8h10M8.75 4.25 12.5 8l-3.75 3.75","strokeLinecap":"square"}]}]]}]}],["$","li","lifecycle-retention",{"children":["$","$L7",null,{"href":"/lifecycle-retention","className":"group flex items-center justify-between gap-4 border-b border-line py-4","children":[["$","span",null,{"children":[["$","span",null,{"className":"block font-medium","children":"Lifecycle + Retention"}],["$","span",null,{"className":"mt-1 block text-sm text-muted","children":"Email, segmentation, and expansion programs that lift LTV."}]]}],["$","svg",null,{"width":16,"height":16,"viewBox":"0 0 16 16","fill":"none","stroke":"currentColor","strokeWidth":1.5,"aria-hidden":true,"focusable":false,"className":"btn-arrow shrink-0","children":["$","path",null,{"d":"M2.5 8h10M8.75 4.25 12.5 8l-3.75 3.75","strokeLinecap":"square"}]}]]}]}]]}]]}]
54:I[37800,["/_next/static/chunks/0h2qsuyze9ds1.js","/_next/static/chunks/2kvv-0ig-wgjs.js","/_next/static/chunks/3la6ppx5noyi5.js"],"ChecklistBlock"]
34:["$","td","1",{"className":"px-5 py-3 text-ink-soft","children":[["$","$1","0",{"children":"Include"}]]}]
35:["$","td","2",{"className":"px-5 py-3 text-ink-soft","children":[["$","$1","0",{"children":"Creative, campaign management, and content production."}]]}]
36:["$","tr","2",{"className":"border-b border-line align-top last:border-b-0","children":[["$","th","0",{"scope":"row","className":"px-5 py-3 font-medium","children":[["$","$1","0",{"children":"Marketing team salaries"}]]}],["$","td","1",{"className":"px-5 py-3 text-ink-soft","children":[["$","$1","0",{"children":"Include"}]]}],["$","td","2",{"className":"px-5 py-3 text-ink-soft","children":[["$","$1","0",{"children":"Allocate by time spent on acquisition if roles are mixed."}]]}]]}]
37:["$","tr","3",{"className":"border-b border-line align-top last:border-b-0","children":[["$","th","0",{"scope":"row","className":"px-5 py-3 font-medium","children":[["$","$1","0",{"children":"Sales salaries and commissions"}]]}],["$","td","1",{"className":"px-5 py-3 text-ink-soft","children":[["$","$1","0",{"children":"Include for sales-led motions"}]]}],["$","td","2",{"className":"px-5 py-3 text-ink-soft","children":[["$","$1","0",{"children":"Leaving these out makes sales-led CAC look far cheaper than it is."}]]}]]}]
38:["$","tr","4",{"className":"border-b border-line align-top last:border-b-0","children":[["$","th","0",{"scope":"row","className":"px-5 py-3 font-medium","children":[["$","$1","0",{"children":"Tools and data"}]]}],["$","td","1",{"className":"px-5 py-3 text-ink-soft","children":[["$","$1","0",{"children":"Include, allocated"}]]}],["$","td","2",{"className":"px-5 py-3 text-ink-soft","children":[["$","$1","0",{"children":"Marketing automation, enrichment, and analytics used for acquisition."}]]}]]}]
39:["$","tr","5",{"className":"border-b border-line align-top last:border-b-0","children":[["$","th","0",{"scope":"row","className":"px-5 py-3 font-medium","children":[["$","$1","0",{"children":"Onboarding and implementation"}]]}],["$","td","1",{"className":"px-5 py-3 text-ink-soft","children":[["$","$1","0",{"children":"Usually exclude"}]]}],["$","td","2",{"className":"px-5 py-3 text-ink-soft","children":[["$","$1","0",{"children":"Track separately. They affect payback, not acquisition."}]]}]]}]
3a:["$","aside","7",{"className":"mt-8 rounded-lg border p-5 sm:p-6 border-ink/20 bg-sand","children":[["$","p",null,{"className":"flex items-center gap-2 text-label uppercase text-ink","children":[["$","svg",null,{"width":14,"height":14,"viewBox":"0 0 16 16","fill":"none","stroke":"currentColor","strokeWidth":1.5,"aria-hidden":true,"focusable":false,"children":[["$","circle",null,{"cx":"8","cy":"8","r":"6.25"}],["$","path",null,{"d":"M8 4.75v4M8 10.75v.5","strokeLinecap":"square"}]]}],"The most common mismatch"]}],["$","p",null,{"className":"mt-2.5 text-[1rem] leading-relaxed text-ink","children":[["$","$1","0",{"children":"Comparing your paid CAC with someone else's fully loaded CAC, or the reverse. The numbers look comparable and describe completely different things."}]]}]]}]
3b:["$","h2","8",{"id":"decide-what-counts-as-a-new-customer","className":"mt-16 scroll-mt-28 text-[1.75rem] font-medium leading-tight tracking-[-0.025em] first:mt-0","children":"Decide what counts as a new customer"}]
3c:["$","p","9",{"className":"mt-5 text-[1.0625rem] leading-[1.75] text-ink-soft","children":[["$","$1","0",{"children":"The denominator needs the same discipline. A trial signup is not a customer. Neither is a reactivated account or an upgrade from an existing one. Choose the event that marks real revenue and use it everywhere."}]]}]
3d:["$","ul","10",{"className":"mt-5 space-y-2.5 text-[1.0625rem] leading-[1.7] text-ink-soft","children":[["$","li","**Self-serve:** the first successful paid charge, not the trial start or card capture.",{"className":"relative pl-6","children":[["$","span",null,{"aria-hidden":"true","className":"absolute left-0 top-[0.7em] size-1.5 bg-signal"}],[["$","strong","0",{"className":"font-semibold","children":"Self-serve:"}],["$","$1","1",{"children":" the first successful paid charge, not the trial start or card capture."}]]]}],["$","li","**Sales-led:** the closed-won date on a new logo, with the contract signed.",{"className":"relative pl-6","children":[["$","span",null,{"aria-hidden":"true","className":"absolute left-0 top-[0.7em] size-1.5 bg-signal"}],[["$","strong","0",{"className":"font-semibold","children":"Sales-led:"}],["$","$1","1",{"children":" the closed-won date on a new logo, with the contract signed."}]]]}],["$","li","**Hybrid:** count once, at first payment, whichever path the customer took.",{"className":"relative pl-6","children":[["$","span",null,{"aria-hidden":"true","className":"absolute left-0 top-[0.7em] size-1.5 bg-signal"}],[["$","strong","0",{"className":"font-semibold","children":"Hybrid:"}],["$","$1","1",{"children":" count once, at first payment, whichever path the customer took."}]]]}],["$","li","**Exclude:** expansions, reactivations, and internal or test accounts.",{"className":"relative pl-6","children":[["$","span",null,{"aria-hidden":"true","className":"absolute left-0 top-[0.7em] size-1.5 bg-signal"}],[["$","strong","0",{"className":"font-semibold","children":"Exclude:"}],["$","$1","1",{"children":" expansions, reactivations, and internal or test accounts."}]]]}]]}]
3e:["$","h2","11",{"id":"match-costs-to-the-customers-they-created","className":"mt-16 scroll-mt-28 text-[1.75rem] font-medium leading-tight tracking-[-0.025em] first:mt-0","children":"Match costs to the customers they created"}]
3f:["$","p","12",{"className":"mt-5 text-[1.0625rem] leading-[1.75] text-ink-soft","children":[["$","$1","0",{"children":"Spend today often creates customers weeks or months later. If you divide this quarter's cost by this quarter's customers while spend is rising, CAC looks worse than it is. When spend falls, it looks better. Neither reading helps a budget decision."}]]}]
40:["$","figure","13",{"className":"mt-8 rounded-lg border border-line bg-surface p-6 text-center","children":[["$","figcaption",null,{"className":"text-label uppercase text-muted","children":"Lagged CAC"}],["$","p",null,{"className":"mt-3 font-mono text-[1.0625rem] leading-relaxed text-ink sm:text-lg","children":"Lagged CAC = Sales and marketing cost in the earlier period ÷ New customers in the later period"}],["$","p",null,{"className":"mx-auto mt-3 max-w-lg text-sm text-muted","children":[["$","$1","0",{"children":"Set the lag from your CRM: the typical time from first qualified touch to closed-won, by segment."}]]}]]}]
41:["$","figure","14",{"className":"mt-8 rounded-lg bg-ink p-6 text-paper sm:p-7","children":[["$","div",null,{"className":"flex flex-wrap items-center justify-between gap-3","children":[["$","figcaption",null,{"className":"font-medium","children":"Hypothetical: same-quarter versus lagged CAC"}],["$","span",null,{"className":"rounded-sm border border-night-line px-2 py-1 font-mono text-data uppercase tracking-[0.1em] text-night-muted","children":"Hypothetical numbers"}]]}],["$","ul",null,{"className":"mt-4 space-y-1.5 font-mono text-[0.875rem] leading-relaxed text-paper/90","children":[["$","li","Q1 sales and marketing cost: $300,000",{"children":"Q1 sales and marketing cost: $300,000"}],["$","li","Q2 sales and marketing cost: $450,000 (spend is scaling)",{"children":"Q2 sales and marketing cost: $450,000 (spend is scaling)"}],["$","li","Q2 new customers: 60 (typical sales cycle: about one quarter)",{"children":"Q2 new customers: 60 (typical sales cycle: about one quarter)"}],["$","li","Same-quarter CAC: $450,000 ÷ 60 = $7,500",{"children":"Same-quarter CAC: $450,000 ÷ 60 = $7,500"}],["$","li","Lagged CAC: $300,000 ÷ 60 = $5,000",{"children":"Lagged CAC: $300,000 ÷ 60 = $5,000"}]]}],["$","p",null,{"className":"mt-4 border-t border-night-line pt-3 text-sm text-night-muted","children":"Numbers are invented to show the method. The gap between the two views grows with the pace of spend changes and the length of the cycle."}]]}]
42:["$","p","15",{"className":"mt-5 text-[1.0625rem] leading-[1.75] text-ink-soft","children":[["$","$1","0",{"children":"Cohort views go one step further. Tag each new customer with the month their first qualified touch happened, then compare cohort cost to cohort customers over time. It takes CRM discipline, which is also why it's worth doing. See our "}],["$","$L7","1",{"href":"/resources/attribution-readiness-guide","className":"link-underline font-medium","children":"attribution readiness guide"}],["$","$1","2",{"children":" for the data you need in place."}]]}]
43:["$","h2","16",{"id":"segment-before-you-benchmark","className":"mt-16 scroll-mt-28 text-[1.75rem] font-medium leading-tight tracking-[-0.025em] first:mt-0","children":"Segment before you benchmark"}]
44:["$","p","17",{"className":"mt-5 text-[1.0625rem] leading-[1.75] text-ink-soft","children":[["$","$1","0",{"children":"A single blended figure hides the segments that carry the business and the ones that quietly drain it. Break CAC down along the lines that change your decisions."}]]}]
45:["$","div","18",{"className":"mt-8 overflow-x-auto rounded-lg border border-line bg-surface","children":["$","table",null,{"className":"w-full min-w-[34rem] border-collapse text-left text-[0.9375rem]","children":[["$","caption",null,{"className":"border-b border-line px-5 py-3 text-left text-label uppercase text-muted","children":"Segments worth separating"}],["$","thead",null,{"children":["$","tr",null,{"className":"border-b border-ink/60","children":[["$","th","Segment",{"scope":"col","className":"px-5 py-3 font-semibold","children":"Segment"}],["$","th","Why it matters",{"scope":"col","className":"px-5 py-3 font-semibold","children":"Why it matters"}]]}]}],["$","tbody",null,{"children":[["$","tr","0",{"className":"border-b border-line align-top last:border-b-0","children":[["$","th","0",{"scope":"row","className":"px-5 py-3 font-medium","children":[["$","$1","0",{"children":"Acquisition channel"}]]}],["$","td","1",{"className":"px-5 py-3 text-ink-soft","children":[["$","$1","0",{"children":"Paid search, paid social, organic, and referrals carry different costs and different buyer intent."}]]}]]}],["$","tr","1",{"className":"border-b border-line align-top last:border-b-0","children":[["$","th","0",{"scope":"row","className":"px-5 py-3 font-medium","children":[["$","$1","0",{"children":"Sales motion"}]]}],["$","td","1",{"className":"px-5 py-3 text-ink-soft","children":[["$","$1","0",{"children":"Self-serve and sales-assisted deals have different cost structures and cycle lengths."}]]}]]}],["$","tr","2",{"className":"border-b border-line align-top last:border-b-0","children":[["$","th","0",{"scope":"row","className":"px-5 py-3 font-medium","children":[["$","$1","0",{"children":"Plan or deal size"}]]}],["$","td","1",{"className":"px-5 py-3 text-ink-soft","children":[["$","$1","0",{"children":"A higher CAC can be healthy when contract value and retention rise with it."}]]}]]}],["$","tr","3",{"className":"border-b border-line align-top last:border-b-0","children":[["$","th","0",{"scope":"row","className":"px-5 py-3 font-medium","children":[["$","$1","0",{"children":"Ideal customer fit"}]]}],["$","td","1",{"className":"px-5 py-3 text-ink-soft","children":[["$","$1","0",{"children":"Customers outside your ideal profile often cost the same to win and churn faster."}]]}]]}],["$","tr","4",{"className":"border-b border-line align-top last:border-b-0","children":[["$","th","0",{"scope":"row","className":"px-5 py-3 font-medium","children":[["$","$1","0",{"children":"Region"}]]}],["$","td","1",{"className":"px-5 py-3 text-ink-soft","children":[["$","$1","0",{"children":"Media costs, sales coverage, and pricing vary by market."}]]}]]}]]}]]}]}]
46:["$","h2","19",{"id":"read-cac-next-to-payback-and-ltv","className":"mt-16 scroll-mt-28 text-[1.75rem] font-medium leading-tight tracking-[-0.025em] first:mt-0","children":"Read CAC next to payback and LTV"}]
47:["$","p","20",{"className":"mt-5 text-[1.0625rem] leading-[1.75] text-ink-soft","children":[["$","$1","0",{"children":"CAC on its own can't tell you whether a customer was worth winning. Pair it with how quickly the cost is earned back and how much value the customer creates over time."}]]}]
48:["$","figure","21",{"className":"mt-8 rounded-lg border border-line bg-surface p-6 text-center","children":[["$","figcaption",null,{"className":"text-label uppercase text-muted","children":"CAC payback period"}],["$","p",null,{"className":"mt-3 font-mono text-[1.0625rem] leading-relaxed text-ink sm:text-lg","children":"Payback (months) = CAC ÷ (New monthly recurring revenue per customer × Gross margin)"}],["$","p",null,{"className":"mx-auto mt-3 max-w-lg text-sm text-muted","children":[["$","$1","0",{"children":"Use gross margin, not revenue. Hosting, support, and third-party costs come out before a customer pays anything back."}]]}]]}]
49:["$","figure","22",{"className":"mt-8 rounded-lg border border-line bg-surface p-6 text-center","children":[["$","figcaption",null,{"className":"text-label uppercase text-muted","children":"LTV to CAC ratio"}],["$","p",null,{"className":"mt-3 font-mono text-[1.0625rem] leading-relaxed text-ink sm:text-lg","children":"LTV:CAC = (Average revenue per account × Gross margin × Expected customer lifetime) ÷ CAC"}],["$","p",null,{"className":"mx-auto mt-3 max-w-lg text-sm text-muted","children":[["$","$1","0",{"children":"Expected lifetime is often estimated from churn. Replace it with observed cohort revenue as soon as you have enough history."}]]}]]}]
4a:["$","figure","23",{"className":"mt-8 rounded-lg bg-ink p-6 text-paper sm:p-7","children":[["$","div",null,{"className":"flex flex-wrap items-center justify-between gap-3","children":[["$","figcaption",null,{"className":"font-medium","children":"Hypothetical: payback for one segment"}],["$","span",null,{"className":"rounded-sm border border-night-line px-2 py-1 font-mono text-data uppercase tracking-[0.1em] text-night-muted","children":"Hypothetical numbers"}]]}],["$","ul",null,{"className":"mt-4 space-y-1.5 font-mono text-[0.875rem] leading-relaxed text-paper/90","children":[["$","li","Lagged CAC for mid-market: $6,000",{"children":"Lagged CAC for mid-market: $6,000"}],["$","li","New monthly recurring revenue per customer: $500",{"children":"New monthly recurring revenue per customer: $500"}],["$","li","Gross margin: 80%",{"children":"Gross margin: 80%"}],["$","li","Payback: $6,000 ÷ ($500 × 0.8) = 15 months",{"children":"Payback: $6,000 ÷ ($500 × 0.8) = 15 months"}]]}],["$","p",null,{"className":"mt-4 border-t border-night-line pt-3 text-sm text-night-muted","children":"Whether 15 months is acceptable depends on cash, retention, and growth goals. That's a decision for your model, not a universal rule."}]]}]
4b:["$","aside","24",{"className":"mt-8 rounded-lg border p-5 sm:p-6 border-signal/20 bg-signal-mist/60","children":[["$","p",null,{"className":"flex items-center gap-2 text-label uppercase text-ink","children":[["$","span",null,{"aria-hidden":"true","className":"size-1.5 bg-signal"}],"No ratio is right for everyone"]}],["$","p",null,{"className":"mt-2.5 text-[1rem] leading-relaxed text-ink","children":[["$","$1","0",{"children":"Rules of thumb for LTV:CAC and payback circulate widely. They ignore your cash position, retention reliability, and how fast you want to grow. Set targets from your own model, then revisit them as retention data matures."}]]}]]}]
4c:["$","h2","25",{"id":"build-an-internal-benchmark-instead-of-borrowing-one","className":"mt-16 scroll-mt-28 text-[1.75rem] font-medium leading-tight tracking-[-0.025em] first:mt-0","children":"Build an internal benchmark instead of borrowing one"}]
4d:["$","ol","26",{"className":"mt-5 space-y-2.5 text-[1.0625rem] leading-[1.7] text-ink-soft list-decimal pl-6","children":[["$","li","Lock the cost and customer definitions, and document them where finance and marketing can both see them.",{"className":"pl-1","children":[null,[["$","$1","0",{"children":"Lock the cost and customer definitions, and document them where finance and marketing can both see them."}]]]}],["$","li","Pull several quarters of cost, pipeline, and closed-won data, so seasonality and one-off campaigns don't dominate.",{"className":"pl-1","children":[null,[["$","$1","0",{"children":"Pull several quarters of cost, pipeline, and closed-won data, so seasonality and one-off campaigns don't dominate."}]]]}],["$","li","Calculate lagged CAC and payback by segment and by cohort.",{"className":"pl-1","children":[null,[["$","$1","0",{"children":"Calculate lagged CAC and payback by segment and by cohort."}]]]}],["$","li","Set a baseline range for each segment, not a single target number.",{"className":"pl-1","children":[null,[["$","$1","0",{"children":"Set a baseline range for each segment, not a single target number."}]]]}],["$","li","Track the trend each month and investigate movements outside the range before changing budgets.",{"className":"pl-1","children":[null,[["$","$1","0",{"children":"Track the trend each month and investigate movements outside the range before changing budgets."}]]]}],["$","li","Restate history whenever a definition changes, so the trend stays honest.",{"className":"pl-1","children":[null,[["$","$1","0",{"children":"Restate history whenever a definition changes, so the trend stays honest."}]]]}]]}]
4e:["$","$L54","27",{"storageKey":"axidys-saas-cac-benchmarking-guide-27","title":"Before comparing against an external figure","items":[{"label":"Confirm the cost definition matches yours","detail":"Media only, marketing loaded, or fully loaded with sales costs."},{"label":"Confirm the customer definition matches yours","detail":"First payment, closed-won, or something looser such as activated trials."},{"label":"Check the motion and deal size","detail":"Self-serve and enterprise figures are not interchangeable."},{"label":"Check the sample and the date","detail":"Small or old samples describe a different market from the one you are buying in."},{"label":"Use it as context, not as a target","detail":"Decide budgets from your own payback and retention data."}]}]
4f:["$","h2","28",{"id":"common-ways-cac-comparisons-go-wrong","className":"mt-16 scroll-mt-28 text-[1.75rem] font-medium leading-tight tracking-[-0.025em] first:mt-0","children":"Common ways CAC comparisons go wrong"}]
50:["$","ul","29",{"className":"mt-5 space-y-2.5 text-[1.0625rem] leading-[1.7] text-ink-soft","children":[["$","li","Leaving sales salaries out of a sales-led CAC.",{"className":"relative pl-6","children":[["$","span",null,{"aria-hidden":"true","className":"absolute left-0 top-[0.7em] size-1.5 bg-signal"}],[["$","$1","0",{"children":"Leaving sales salaries out of a sales-led CAC."}]]]}],["$","li","Counting trials, expansions, or reactivations as new customers.",{"className":"relative pl-6","children":[["$","span",null,{"aria-hidden":"true","className":"absolute left-0 top-[0.7em] size-1.5 bg-signal"}],[["$","$1","0",{"children":"Counting trials, expansions, or reactivations as new customers."}]]]}],["$","li","Using same-period CAC while spend is scaling up or down.",{"className":"relative pl-6","children":[["$","span",null,{"aria-hidden":"true","className":"absolute left-0 top-[0.7em] size-1.5 bg-signal"}],[["$","$1","0",{"children":"Using same-period CAC while spend is scaling up or down."}]]]}],["$","li","Blending self-serve and enterprise into one number.",{"className":"relative pl-6","children":[["$","span",null,{"aria-hidden":"true","className":"absolute left-0 top-[0.7em] size-1.5 bg-signal"}],[["$","$1","0",{"children":"Blending self-serve and enterprise into one number."}]]]}],["$","li","Crediting paid media with customers who arrived through organic or referral paths.",{"className":"relative pl-6","children":[["$","span",null,{"aria-hidden":"true","className":"absolute left-0 top-[0.7em] size-1.5 bg-signal"}],[["$","$1","0",{"children":"Crediting paid media with customers who arrived through organic or referral paths."}]]]}],["$","li","Changing definitions mid-year without restating earlier periods.",{"className":"relative pl-6","children":[["$","span",null,{"aria-hidden":"true","className":"absolute left-0 top-[0.7em] size-1.5 bg-signal"}],[["$","$1","0",{"children":"Changing definitions mid-year without restating earlier periods."}]]]}]]}]
51:["$","h2","30",{"id":"how-to-use-this","className":"mt-16 scroll-mt-28 text-[1.75rem] font-medium leading-tight tracking-[-0.025em] first:mt-0","children":"How to use this"}]
52:["$","p","31",{"className":"mt-5 text-[1.0625rem] leading-[1.75] text-ink-soft","children":[["$","$1","0",{"children":"Start with the definitions, even if the first calculation is rough. Then add the lag, the segments, and payback, one layer at a time. Most teams find that one or two segments deserve more budget and one deserves much less."}]]}]
53:["$","p","32",{"className":"mt-5 text-[1.0625rem] leading-[1.75] text-ink-soft","children":[["$","$1","0",{"children":"If your CRM can't yet connect spend to closed-won revenue, fix that first. Our "}],["$","$L7","1",{"href":"/analytics-attribution","className":"link-underline font-medium","children":"analytics and attribution"}],["$","$1","2",{"children":" work covers the setup, and "}],["$","$L7","3",{"href":"/saas-marketing","className":"link-underline font-medium","children":"SaaS growth marketing"}],["$","$1","4",{"children":" explains how CAC fits into pipeline-led planning."}]]}]
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