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Zero-Click Isn't a Traffic Problem. It's a CAC Reallocation Problem. Competitive Displacement as a Primary Acquisition Motion Expansion Revenue Costs Half as Much. Most Marketing Budgets Don't Reflect That. Geo-Lift Testing Is the Incrementality Method B2B Actually Needs
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Capital Efficiency

How to read CAC, payback, and budget allocation without flattering the numbers — and where to find the dollars that aren't working.

5 Articles
Capital Efficiency · 11 min read
Expansion Revenue Costs Half as Much. Most Marketing Budgets Don't Reflect That.
Median new-logo CAC is $2 per $1 of new ARR. Expansion CAC is $1. For most $50M+ B2B companies, expansion is more than half the revenue at half the cost — and a rounding error on the marketing budget.
Capital Efficiency · 11 min read
CMO Tenure Is 25 Months. Marketing Payback Is Longer. That's the Problem.
Strategic marketing investments compound on a 36–48 month horizon. The median CMO is replaced before payback. The structural fix isn't about CMOs — it's about the operating horizon.
Capital Efficiency · 10 min read
Rule of 40 Inside the Marketing P&L
Median SaaS Rule of 40 sits at 28. Only 20% clear 40. Marketing is the largest discretionary line item — yet most marketing budgets are defended on growth alone.
Capital Efficiency · 8 min read
Flat CAC at 8x Scale Isn't a Paid Ads Win. It's a Measurement Win.
Scaling 8x while keeping CAC flat isn't a media buying win. It happens when you stop trusting platform reports and start measuring what customers actually do.
Capital Efficiency · 12 min read
Why Your CAC Is Wrong (5 Errors That Inflate or Hide It)
Most reported CAC numbers blend, mis-period, and inherit attribution errors. Here are the 5 calculation mistakes B2B SaaS teams make most — and the corrected approach.