CAC (Customer Acquisition Cost)
Customer Acquisition Cost dashboards in funky bont — sales + marketing spend divided by new customers acquired, sliced by segment, motion and time.
CAC shows what you're paying to win each new customer. funky bont combines marketing and sales spend (configured in CAC configuration) with new-logo counts from the CRM to produce per-period and per-segment CAC numbers.
Open it
CAC is off by default. An account admin can enable it in the admin settings; once enabled, open it in funky bont at Insights → CAC.
Key widgets
- Blended CAC over time — total acquisition spend / new customers per period.
- CAC by segment — which segments are cheap to acquire and which are expensive.
- CAC payback period — months until a new customer's revenue covers the CAC spent on them.
- LTV : CAC — lifetime value over CAC. Healthy = 3:1 or higher; flag below that.
Reading the numbers
- CAC trending up — usually marketing efficiency dropping or sales cycles lengthening.
- Per-segment CAC mismatch with revenue — strategic signal; you may be investing in the wrong segments.