CAC

Customer Acquisition Cost. Total sales and marketing spend divided by net new customers in a period.

Where this term appears on Landbase

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Frequently asked questions

What does cac mean?
Customer Acquisition Cost. Total sales and marketing spend divided by net new customers in a period.
Why does cac matter for B2B revenue teams?
CAC sits upstream of pipeline decisions. Teams that get it right route SDR time toward the right accounts, message buyers in the right window, and forecast revenue with higher confidence. Teams that ignore it spray and pray, miss the buying window, and forecast on intuition.
How is cac used in practice?
Modern revenue teams operationalize cac by ingesting it into the CRM, scoring it against the ICP, and triggering downstream outreach when defined thresholds are crossed. The signal is the trigger; the action belongs to the SDR or AE working that account.
How is cac different from adjacent 0a0c000c7064c40b79b9c3b9d456635b concepts?
CAC is one specific surface inside the broader 0a0c000c7064c40b79b9c3b9d456635b stack. It pairs with adjacent concepts (firmographic fit, intent, scoring, sequencing) but has a distinct operational definition and a specific moment in the buying journey where it applies.
How does Landbase apply cac?
Landbase treats cac as a first-class signal inside its GTM infrastructure. It is exposed through the Landbase CLI and API so RevOps engineers and GTM teams can build automated, signal-based motions on top of it instead of waiting for a monthly export.