Should customer success be included in CAC?

Should Customer Success Be Included in CAC? A Nuanced Approach

The traditional Customer Acquisition Cost (CAC) calculation is a straightforward affair: sales and marketing expenses divided by the number of new customers acquired. This metric provides a valuable benchmark for understanding the cost of attracting new business. But in today’s increasingly customer-centric landscape, a critical question emerges: should the cost of customer success be factored into this equation? The answer, it turns out, isn’t a simple yes or no.

The standard CAC model focuses solely on the initial outlay required to convert a prospect into a paying customer. It typically encompasses marketing campaigns, sales team salaries, and related overheads. However, this narrow focus overlooks the role of customer success, a function increasingly vital for long-term growth. Customer success teams focus on ensuring customers derive maximum value from a product or service, leading to higher retention, increased lifetime value, and potentially, organic growth through referrals and advocacy.

For some businesses, the impact of customer success on new customer acquisition is minimal. Think of transactional businesses with low-touch sales models, where customer success primarily focuses on support and troubleshooting. In these scenarios, including customer success costs in CAC might artificially inflate the metric without accurately reflecting its influence on acquiring new customers.

However, in other business models, especially those operating on a subscription or SaaS basis, customer success plays a significantly more proactive role in driving growth. These businesses often rely on upselling, cross-selling, and customer advocacy to fuel expansion. A strong customer success program can become a powerful engine for organic acquisition, driving referrals and generating positive word-of-mouth that attracts new business.

For these companies, incorporating a portion of customer success costs into the CAC calculation can provide a more holistic and accurate understanding of true acquisition costs. This adjusted CAC, which we might term “Holistic CAC,” paints a clearer picture of the investment required to not just acquire but also retain and cultivate customers into advocates.

So, how do you determine whether to include customer success in your CAC calculation? Consider the following:

• Customer Success Impact: Does your customer success team directly influence new customer acquisition through referrals, advocacy programs, or community building?
• Business Model: Is your business subscription-based or heavily reliant on customer retention and expansion for growth?
• Data Availability: Can you accurately track and allocate customer success resources dedicated to activities impacting new customer acquisition?

If the answer to these questions is largely affirmative, incorporating a portion of customer success costs into your CAC calculation will likely provide a more insightful view of your overall acquisition strategy. This approach acknowledges the interconnectedness of customer acquisition and retention in today’s business environment and allows for a more strategic allocation of resources.

Ultimately, the decision of whether to include customer success in CAC should be based on a thorough understanding of its role in your specific business model. A nuanced approach, tailored to your unique circumstances, will provide the most accurate and actionable insights for optimizing your customer acquisition strategy.