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Learn / Wiki / Sales

CAC and payback

What it costs to win a customer, and how long to earn it back.

Customer acquisition cost (CAC) is what you spend to win one customer. Payback is the months of gross profit needed to earn that cost back. A go-to-market motion has to fit the deal size, the difficulty of the purchase and who is buying.

Illustration: a tool costs USD 1,500 a year. A seller costs USD 24,000 a year and closes 12 deals, so winning one customer costs USD 2,000, more than the customer pays in year one. No amount of hustle fixes that. The way of selling does not fit the deal size.

Back to the sales course

Find your way around

Learn it in the course, copy it from a playbook, see it work in a case study.

Learn Short quiz lessons in marketing and sales, in three levels, with points and a streak.
Look up A wiki of short entries on the ideas behind the lessons, for when you want more depth.
Read Articles on what I tried, and how much of it I have run myself.
Try AI workflows and growth playbooks you can copy this week.
See it work Case studies with the before and after, and the numbers behind them.
Work with me Hiring a growth marketer, or need a growth partner? Both start here.

Hi, I’m Aditya.

How do you want to grow?

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