CAC, LTV, payback, LTV:CAC. The numbers underneath the growth. Enter your monthly numbers below and see how they stack against B2B SaaS benchmarks, with a prescriptive read on what to do next.
01
Enter the six numbers
Your CAC inputs and revenue metrics. Rough estimates are fine. Precision comes later.
02
Read the calculated metrics
CAC, LTV, payback, and LTV:CAC ratio, flagged Good / Watch / Critical against B2B SaaS benchmarks.
03
Get a prescriptive read
If your engine's healthy, pour fuel on it. If it's broken, know exactly which lever to fix first.
Paid ads, content, events, sponsorships, agency retainers, marketing team salaries.
Net new logos won per month (trailing 3-month average). Not expansion. Decimals OK.
Revenue + margin
$
Annual Contract Value at signing. If you sell monthly, multiply MRR × 12.
%
After hosting, COGS, and delivery. Not operating margin. Typical B2B SaaS: 70-85%.
%
% of MRR that leaves per month, before expansion. Compounded to annual for LTV. Typical: 0.5-2%.
Results update in real time below.
Your unit economics
Live calculated
CAC (blended)
-
Cost to acquire one new customer.
CAC = Monthly S&M / New Customers per month
Enter inputs to see values.
Average revenue per customer
-
ACV at signing.
ARPC = Average ACV per customer (annualized)
Enter inputs to see values.
Gross margin per customer
-
Annual profit contribution per customer.
GM per Customer = ACV × Gross Margin %
Enter inputs to see values.
CAC Payback
-
Months to recover CAC via gross margin.
Enter data
Payback = CAC / (GM per Customer / 12)
Enter inputs to see values.
LTV (customer lifetime value)
-
Gross-margin-based, not revenue-based.
LTV = GM per Customer / Annual Gross Churn
Enter inputs to see values.
LTV : CAC ratio
-
Value returned per dollar of acquisition cost.
Enter data
LTV:CAC = LTV / CAC
Enter inputs to see values.
B2B SaaS benchmarks ($1-30M ARR)
Rules of thumb across mid-market SaaS. Your industry, segment, and stage will shift these.
Metric
Poor
Average
Good
Great
LTV : CAC
< 2.0x
2.0x – 3.0x
3.0x – 5.0x
5.0x+
CAC Payback (months)
> 24
18 – 24
12 – 18
< 12
Gross margin
< 60%
60% – 70%
70% – 80%
80%+
Gross churn (monthly)
> 2.0%
1.0% – 2.0%
0.5% – 1.0%
< 0.5%
Your diagnosis
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Enter your 7 inputs above and I'll generate a personalized diagnosis of your commercial engine. You'll get a health score, prioritized fixes, and the right next step for your stage.
Portable evidence for an internal argument. No email required.
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Numbers off? Or on but you're not sure what to do next?
Take the Foundry GTM Scorecard to assess the other 9 levers of your commercial engine. Or book a call to walk through your numbers with an operator who's been in your seat.