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Cost of Customer Acquisition (CAC)

Introductory Description

The total cost of acquiring a new customer, including marketing and sales expenses.

Detailed Description

A metric that calculates the average expense a company incurs to gain a single paying customer, taking into account all associated costs, such as marketing, advertising, and sales efforts.

Thought Leaders on the Topic


Original Sources or Resources for Further Reading

Detailed Insight

Key Insights

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Growth & Business Design

When it comes to growth, misunderstanding or misalignment can lead to detrimental outcomes, including resource waste, market misalignment, and stunted growth. By contrast, having a shared language and clear definitions can cut through ambiguity, foster collaboration, and boost the effectiveness of strategic decisions.


Embrace the power of shared language and understanding to drive more rapid, aligned, and effective execution and implementation. This is your key to outcompeting in your chosen market.


This library will further strengthen your understanding, allowing you to dive deeper into the intricacies of growth, and facilitating more nuanced conversations within your teams. 

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