What determines what customer acquisition cost a business can sustain?
- A The sales motion and unit economics, since self-serve and field sales have very different cost structures
- B The size of the marketing team
- C The number of channels used
- D The advertising platform chosen
Answer
The sales motion and unit economics, since self-serve and field sales have very different cost structures
A field sales motion supports a far higher CAC than a self-serve product, because the lifetime value that justifies it differs.
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