Customer Acquisition Cost (CAC) · Professional Services
Customer Acquisition Cost (CAC) for Professional Services.
The true cost of acquiring one new customer.
Professional services scaled like product.
Finance & Strategy · Professional Services
Why professional services operators use the customer acquisition cost (cac).
Calculate fully-loaded CAC including marketing spend, sales team cost, and tooling — split into blended CAC and paid CAC. The benchmark for scaling acquisition.
Professional services firms — accounting, consulting, agencies, advisory — face a step-change opportunity with AI. SAZ helps firms productize services, build AI leverage, and scale the operating model.
Benchmarks
What good looks like — typical ranges to compare against.
< 33% of LTV
Healthy — invest more
33–50% of LTV
Balanced
> 50% of LTV
Tight — improve LTV or efficiency
The formula
How customer acquisition cost (cac) is calculated.
CAC = (Marketing + Sales spend) ÷ New customers acquiredIndustry context
What changes when customer acquisition cost (cac) is applied to professional services.
Utilization, leverage, and margin
Productizing recurring services
BD and pipeline
Talent and capacity
Run the numbers
Open the customer acquisition cost (cac).
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Customer Acquisition Cost (CAC) · Professional Services
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