===== How do I change customer acquisition cost (CAC)? =====

In the menu, select assumptions/revenues/sales models. If the top of your screen does not read "Sales Model >> Customers by Marketing and Sales Effort," press the blue "Select a New Sales Model" button at the bottom of the screen and then select "BU 3: Use Marketing and Sales to Drive New Customer Acquisition." The third column of the screen being displayed contains the customer acquisition cost for each of the markets. A CAC of $1,000 means that if you spend $50,000 on marketing and sales, you will acquire 50 new customers. Click on the values to change them.

{{keywords>customer acquisition cost, CAC, bottom up sales model, revenue estimation, lean startup}}

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**[[:faqs:sales:how-change-sales-models|How do I change sales models?]]**