In this episode of MATCH B2B Insights, Benny Fluman, Dan Mercer, Brian Newman, and Brenda challenge one of the most accepted assumptions in B2B growth: if ROI is positive, the deal is good.

The numbers look right. Revenue is growing. The dashboard shows efficiency. But behind the surface, companies often underestimate the true cost of acquiring and serving customers. Pre-sale effort, leadership time, onboarding, and support are rarely fully accounted for, and timing is often ignored.

The conversation explores how deals that appear profitable can actually create cash pressure, especially when payment is delayed and delivery costs are front-loaded. It shows how outbound activity, weak qualification, and poor segmentation increase the real cost per customer without being visible in standard ROI calculations.

You will hear how to build a fully loaded view of CAC, why time to cash is critical for decision making, and how to identify which customers strengthen the business and which ones quietly weaken it.

Because growth is not just about generating revenue.