Description

This course aims to cover the costs associated with customer acquisition for Software as a Service (SaaS) and digital marketing. While the arithmetic might be simple, the ability to understand customer acquisition costs and compare them relative to the lifetime value brought in by the customer is fairly complex.

We, therefore, aim to shed some light on the benchmarks of customer acquisition costs(CAC) and lifetime value (LTV), as well as other metrics which help understand the overall financial implications of your marketing activities.

At the end of this course, you’ll understand in a deeper way how to assess whether your business model is failing due to high CAC costs. You’ll also understand the interrelationship that CAC has between churn rates, profitability, and cash flow.

We set standards for both SaaS and digital marketing companies and outline best practices for both industries.