Annual Contract Value (ACV)
How much do your clients pay you each year?
For many companies, this number may vary or increase over time. Test different options, such as a new customer vs. the lifetime value of a customer.

Customer Acquisition Cost (CAC)
How much are you willing to spend to get a new customer?
Depending on your industry, expect your CAC to be 20-30% of your ACV.
Cost-per-Sales Qualified Lead (SQL)
How much should you be willing to spend for a demo scheduled?
This should be approximately 30% of your CAC.
Cost-per-Marketing Qualified Lead (MQL)
How much should you be willing to spend for a form request or content download?
This should be approximately 40% of your SQL cost.