Metrics How-To: Marketing Percentage of Customer Acquisition Cost (M%-CAC)

by Dustin J. Hall

Metrics Marketing Customer CostKnowing your Customer Acquisition Costs (what you pay on average to acquire new customers), is obviously pretty darn important.

Now, knowing what portion of your total CAC relates to marketing is also really important. We call this your Marketing Percentage of Customer Acquisition Cost (M%-CAC).

In this second installment of our “Metrics How-To” blog series, we’ll take a look at what this is, why it’s important and how to determine your own M%-CAC.

Prerequisites: Metrics How-To: Customer Acquisition Cost (CAC)

What is Marketing Percentage of CAC?

In short, your Marketing Percentage of Customer Acquisition Cost is the metric that shows the marketing portion or your CAC. It’s calculated as a percentage of your overall CAC and shows how much your company is spending on marketing as it relates to what you spend to acquire new customers.

Like the CAC, it’s a relatively simple formula. Keep in mind, you’ll need to know your CAC first (see prerequisites above) to determine this metric.

* Note that a lower M%-CAC is better.

Why M%-CAC is Important

This metric is business-critical, revealing the impact of your marketing team’s performance (and spending) on your overall CAC. The results can help you make more strategic marketing and sales decisions.

For example, a higher M%-CAC could mean:

  • Your marketing team is spending frivolously or has high overhead.
  • Your sales team is not performing very well, thus receiving lower or fewer commissions.
  • You are in a start-up/investment cycle - intentionally spending more to impact your lead volume, quality and team productivity.

How to Determine Your M%- CAC

Now, on to the math. Again, this is a pretty simple formula, requiring you to know the following numbers by month, quarter and year.

  • MARKETING COST = All expenses + salaries + other compensation + overhead for ONLY the marketing department.
  • SALES & MARKETING COST = All program & ad expenses + salaries + other compensation + overhead for BOTH marketing and sales departments.

Now, to determine your M%-CAC, take your Marketing Cost and divide by your total Sales & Marketing Cost (that you used to find your CAC).

Here is the formula:

Marketing Cost ÷ Sales & Marketing Costs = M%-CAC

Saweet! Now you have a much better idea of how well your marketing and sales teams are performing as it relates to your Customer Acquisition Cost!

Beyond Your M%-CAC

This is one of several metrics you need to know in order to steer your company’s ship into more profitable waters. But hey, that’s why you’re here, becoming a marketing and sales performance bad-ass!

Also, reporting and performance is just one part of the inbound marketing services we provide our clients.

Related Articles:
Metrics How-To: Time to Payback of Customer Acquisition Cost
Metrics How-To: Ratio of Customer Lifetime Value to Customer Acquisition Cost (LTV:CAC)