When we mention customer acquisition cost (CAC), we are referring to all costs incurred in signing up a customer. Different costs are associated depending on your line of business, for instance, if you’re an online marketer, you’ll include the costs of all your campaigns. In a traditional SaaS business, it might mean everything from all your staff’s salaries, all marketing and sales costs. It is recommended to recover your CAC in less than one year of your customer’s subscription. If this isn’t the case, you’ll burn through all your capital before you can depend on your monthly recurring revenue.
Performance Indicators
The goal is to increase customer lifetime value and average revenue per unit or user/account, while cutting CAC, to maintain a profitable business.
Anthony (Tony) Crilly is a seasoned B2B sales and marketing professional with 20+ years of experience helping top technology companies grow. He has led sales development for leaders like Oracle, IBM, NetApp, and Roadmunk, specializing in outbound strategy, account management, and go-to-market execution. His work spans cloud, cybersecurity, SaaS, and digital transformation, with a track record of building pipelines, generating qualified leads, and driving customer success.
Beyond his career, Tony is passionate about health, fitness, and nutrition, drawing on decades of endurance training as a runner cyclist, and swimmer. He also writes on topics that connect business, personal growth, and everyday life, sharing lessons from both success and challenge. A dedicated family man and faith-driven, Tony brings the same intensity and commitment to personal goals as he does to professional ones — whether it’s overcoming obstacles, supporting others, or leading by example.
