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Marketing % of Customer Acquisitions CostHow to Calculate It: Take all of your marketing costs, and divide by the total sales and marketing costsyou used to compute CAC.Formula: Marketing Cost Sales and Marketing Costs = M%-CACWhat It Is: The Marketing % of Customer Acquisition Cost is the marketing portion of your total CAC,calculated as a percentage of the overall CAC.Let’s Look at an Example: Sales and Marketing Cost = $300,000M%-CAC = $150,000 $300,000 = 50%Marketing Costs = Expenses + salaries + commissions and bonuses + overhead for themarketing department onlySales and Marketing Cost = Program and advertising spend + salaries + commissions andbonuses + overhead in a month, quarter or yearMarketing Cost = $150,000What This Means and Why It Matters: The M%-CAC can show you how your marketing teamsperformance and spending impact your overall Customer Acquisition cost. An increase in M%-CAC canmean a number of things:1. Your sales team could have underperformed (and consequently received) lower commissions and/or bonuses.2. Your marketing team is spending too much or has too much overhead.3. You are in an investment phase, spending more on marketing to provide more high quality leads and improveyour sales productivity.
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