Customer acquisition cost · CAC
What you need to spend, all in, to win a new client.
Technical meaning
Total marketing and sales spend over a period, divided by the number of new clients signed. To be compared with the margin a client brings over the relationship. It is the figure that decides whether a campaign deserves more budget, and it is only readable with attribution connected to the CRM.
Formula
CAC = marketing and sales spend ÷ new customers