Companies create significant value by pulling the Customer Acquisition Cost (CAC) lever. Consider a 1,200 employee mid-market company. In this example scenario, the company’s CAC was roughly $100,000 before aligning its sales and marketing strategies. However, the marketing team had been building a lead-generation engine that was in direct conflict with the sales team’s big-game hunting strategy.


Below is an example of customer acquisition cost analysis to illustrate the type of impact that is possible for your enterprise.


Customer Acquisition Cost


By aligning strategies and resources across the two functions, this company effectively reduced CAC to $75,000 per customer. It achieved this improvement by increasing the number of customers acquired through an inside sales function that could absorb the marketing leads. As a result, the company created an additional $25,000 of contribution margin per customer in year one.


To go deeper, review these recent articles:

Would you like help aligning strategies and resources across the sales and marketing functions? For your next executive offsite, bring your team to come see us in Dallas at The Studio, SBI’s multimillion dollar, one-of-a-kind, state-of-the-art executive briefing center. A visit to The Studio increases the probability of making your number because the sessions are built on the proven strength and stability of SBI, the industry leader in B2B sales and marketing.


The Studio Executive Briefing Center

CEO Road Map

Get More Out of Your Sales Force in 2017


Eric Estrella

Helps clients grow by creating innovative go-to-market strategies.

Eric specializes in helping clients solve some of the most prevalent go-to-market problems in today’s complex selling world. He is an expert in many industries including software, telecommunications, ecommerce, manufacturing and technology. He helps them align strategies and develop go-to-market programs to lower the cost of customer acquisition and increase customer lifetime value.


Recently he developed corporate, product, marketing and sales strategies for an emerging telecommunications solution provider that resulted in a quadrupling of revenue and EBITA in two-year span.


Eric’s background in strategy, sales operations and enablement allows him to provide thought-leadership in emerging best practices in sales and marketing.

Read full bio >