Capital Efficiency & CAC · 12 min read
Why Your Customer Acquisition Cost Is Probably Wrong
Most B2B companies calculate customer acquisition cost (CAC) using attribution data — which means the inputs are structurally flawed before the formula is even applied. When attribution overcredits bottom-funnel channels and ignores brand investment, channel-level CAC looks artificially low, blended efficiency looks better than it is, and every downstream decision built on that number — budget allocation, headcount justification, board forecasts — inherits the error.