Divide your sales and marketing spend by the customers it won, and see your customer acquisition cost. Then see how slow lead response quietly pushes it up.
Your own spend and customer count.
Enter your sales and marketing spend and the customers it won.
Total sales and marketing spend for the period.
Customer acquisition cost, or CAC, is what it costs you on average to win one new customer. It is the number that tells you whether growth is affordable, because it sits directly against the value each customer brings back. This calculator works out CAC from your sales and marketing spend and the customers it won, so you can track it honestly and see what quietly pushes it up.
CAC is the price of a customer. Read it against customer lifetime value: if a customer is worth far more than they cost to acquire, growth pays; if the two are close, every inefficiency matters. A rising CAC on flat spend means the same budget is winning fewer customers.
Include the sales and marketing costs that went into winning those customers: ad spend, tools and the relevant team cost. A consistent basis matters more than a perfect one.
You spend the same whether or not you reach a lead in time. Let more leads go cold and the same budget wins fewer customers, so CAC climbs. Converting more of the leads you already pay for, by answering instantly, lowers CAC without spending a penny more.
CAC = sales and marketing spend ÷ new customers won
Every enquiry you let go cold means the same spend won fewer customers, so each one costs more. Reaching leads faster lowers CAC without spending a penny more. See the leak with the [revenue leak calculator](/tools/revenue-leak-calculator).
An always-on front desk converts more of the leads you already paid for, which is the cheapest way there is to bring CAC down.
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