Customer Acquisition Audit

Load the real cost

Purpose: Build a fully loaded customer acquisition cost, blended and by channel, instead of the media-only number most likely to flatter the business.
Inputs: Spend data by channel
Sales and marketing payroll for anyone whose time goes toward acquisition
The P&L or accounting export those costs should reconcile to
Method: List every cost that brings a prospect to a first paid contract: media, sales comp, tools, content, agencies, necessary onboarding
Exclude or separately disclose post-sale cost: support, renewal, expansion, refunds
Build both the blended, fully loaded number and the per-channel breakdown
Check for the six common miscalculations before trusting the result
Output: A fully loaded CAC, blended and by channel, reconciled to the P&L.
Data: Advertising platforms CRM Accounting Spreadsheets and interviews

The reasoning behind this one capability, with a worked example.