In episode #3, I discuss CAC, or Customer Acquisition Cost. CAC can be gross dollars or a unit cost. Screw up your CAC calculation and it affects CAC Payback Period and your Cost of ARR. CAC is fundamental to your metrics reporting package.

Highlights:

- CAC can be dollars or a unit cost

- CAC flows to your CAC Payback and Cost of ARR

- What’s your prize? Logos, users, brands, etc.

- You must allocate gross CAC dollars

- Align CAC measurement to your sales cycle

- Fully burdened sales and marketing dollars