CAC (Customer Acquisition Cost) refers to the average investment in efforts to acquire new customers. It is usually calculated based on the expenses of the Marketing and Sales teams.
Calculating CAC is important to understand which decisions should be made in the short and long term. It is also a way to avoid unnecessary spending.
How to calculate
First, establish a period over which you will do this. Generally, the calculation is done monthly, taking into account all the expenses in Marketing and Sales.
After calculating the expenses, identify how many customers you acquired in the defined period. Then, add up all the expenses and divide by the total number of customers. See the example below:
Example: if your direct investments in customer acquisition amount to R$ 1,500 in the month, and with this, you acquired 15 customers, your CAC will be R$100.
How to reduce CAC
Aligning the sales team with the marketing team is essential for the sales process to be more interconnected, facilitating the customer's journey through the sales funnel. Thus, good communication between teams will also generate better strategies.
Investing in automation allows your time to be spent on planning and studying, instead of being spent on routine activities. This way, you can create new strategies.
Setting goals is a way to keep focus on the right objective. This will guide the strategies and priorities to be set. Furthermore, it is a way to measure the effectiveness of what is being done.