SaaS Calculators
This CAC SaaS tool calculates simple Customer Acquisition Cost (CAC), a key SaaS benchmark. CAC equals Total Sales and Marketing Cost divided by Customers Added. Optional inputs in this calculator allow for modeling out an updated CAC based on an additional demand generation marketing spend and traditional MQL/SAL/SQL/Closed Won funnel stages and ratios.
Sales Costs, Marketing Costs
# of Customers Added
Additional Demand Generation Spend
Lead to MQL (Marketing Qualified Lead) Ratio - What % of leads are MQLs? Rough SaaS Industry benchmark is 15%. Heavily dependent on targeting, quality/fit of leads.
MQL to SAL (Sales Accepted Lead) Ratio - What % of MQLs turn to SALs? Rough SaaS Industry benchmark is 60%.
SAL to SQL (Sales Qualified Lead) Ratio - What % of SALs to SQLs? Rough SaaS Industry benchmark is 55%.
SQL to Closed Won Deal Ratio - What % of SQLs turn into Closed Won Deals? Rough SaaS Industry benchmark is 25%
Total Sales and Marketing Cost
Customer Acquisition Cost (CAC)
# of Leads, MQLs, SALs, Closed Won Deals
Updated Customer Acquisition Cost
Total Sales and Marketing Cost
$ 20,000
Customer Acquisition Cost (CAC)
$ 200/Customer
Let's assume Sales Costs and Baseline Marketing Costs stay constant. How is CAC affected by additional demand gen spending and different (basic) funnel metrics?
Closed Won Deals
5
New Total Customers Added (Customers Added plus Closed Won Deals)
132
New Sales and Marketing Cost with Additional Demand Gen Spend
-
Updated Customer Acquisition Cost
$ 303.03/Customer
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CAC is most importantly related to LTV (Customer Lifetime Value). A good CAC ratio is generally accepted as 3:1. Meaning a customer is worth 3 times more than the cost to acquire them over the course of the customer lifetime.
CAC is most importantly related to LTV (Customer Lifetime Value). A good CAC ratio is generally accepted as 3:1. Meaning a customer is worth 3 times more than the cost to acquire them over the course of the customer lifetime.
Optional Inputs - Additional Variable Demand Generation Spend
Let's assume Sales Costs and Baseline Marketing Costs stay constant. How is CAC affected by additional demand gen spending and different (basic) funnel metrics?
Optional Inputs - Additional Variable Demand Generation Spend
Let's assume Sales Costs and Baseline Marketing Costs stay constant. How is CAC affected by additional demand gen spending and different (basic) funnel metrics?
