CAC Calculator Template
Calculate your customer acquisition cost to identify profitable marketing channels.
Why use this template?
Honestly, when I first became a VP of Marketing, I didn’t know how to calculate our customer acquisition cost (CAC).
But it wasn’t long until our next Board Meeting that I learned how much our investors cared about it.
If I wanted to keep my job, I needed to learn about CAC quickly. That’s when I developed this CAC Calculator Template. It helped me understand the total costs associated with acquiring new customers.
This gives me clarity on how to push on different levers to reduce our costs. It also gives me clarity on which marketing channels we could invest in vs. not, and which channels may be worth experimenting with based on benchmark data.
What's inside the template
This worksheet includes the following tabs:
- Instructions: instructions on how to use this template most effectively.
- CAC Calculator Template: a blank customer acquisition cost (CAC) template for you to input your business’s key metrics.
- CAC Calculator Template Example: an example of fully populated CAC calculation for a B2B SaaS company.
- CAC Sensitivity Calculator: a tab that illuminates the sensitivity of your customer acquisition cost as key assumptions change like margin, churn, and average deal size.
- BONUS Go-to-Market Checklist: a step by step list of activities to complete when going to market with a new product.
How to use this template
Here's how I recommend you leverage my CAC Calculator Template to profitably grow your business:
- Review the tabs in the Google Sheet first.
- Gather the data sources for your sales and marketing expenses, your churn rates, margin, and average customer contracts.
- Input your business data into the blank template.
- Add inputs for any specific marketing channels to calculate direct CACs.
- Bring your key assumptions into the CAC Sensitivity Calculator to pressure test your acquisition model.
- Use this as a starting point in your conversation with your VP Finance/CFO and your CEO to guide marketing resource allocation.
Calculating CAC was initially very confusing for me. This CAC Calculator Template has made it much easier for me to understand and make better marketing decisions to scale our B2B SaaS company.
My hope is that it does the same for you.
Click “Add to Cart” on the right and then checkout. You will receive a link to the Google Sheet to make it your own.
If you run a go-to-market team at a B2B SaaS company, get these templates as well:
VP of Marketing Playbook
Everything you need to run marketing at a venture-backed SaaS company.
VP of Sales Playbook
Everything you need to run sales at a venture-backed SaaS company.
Click "Add to Cart" below. When you checkout, you will immediately receive an email with a link to download
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Top reviews from SaaS Executives
“These are GOLD! I was having to build all of this from scratch.”
“This is exactly what I was looking for. A repeatable playbook I could plug-n-play for our business.”
“I feel more confident hitting our revenue goals now than I ever have.”
“My job just became so much easier! I’m all about working smarter, not harder.”
“These are GOLD! I was having to build all of this from scratch.”
“This is exactly what I was looking for. A repeatable playbook I could plug-n-play for our business.”
“I feel more confident hitting our revenue goals now than I ever have.”
“My job just became so much easier! I’m all about working smarter, not harder.”
“These are GOLD! I was having to build all of this from scratch.”
“This is exactly what I was looking for. A repeatable playbook I could plug-n-play for our business.”
“I feel more confident hitting our revenue goals now than I ever have.”
“My job just became so much easier! I’m all about working smarter, not harder.”
Our Resources
Our templates give you complete flexibility to choose exactly what you need to unlock growth. Whether it’s defining your ICP, mapping the buyer journey, optimizing your sales process, or building forecasts—our templates make it easy to get started fast and execute with precision.
Our go-to-market playbooks are designed to guide executives from a place of uncertainty to hitting aggressive sales and marketing goals. Each playbook is a step-by-step roadmap built to help you confidently navigate the most critical growth stages and scale your business.
Work with us to develop a custom sales and marketing playbook tailored specifically to your company. We’ll collaborate with you to define a winning strategy and tactics, leaving you laser-focused on execution and results. No guesswork—just clear, actionable steps designed for growth.
