{"id":22386,"date":"2022-06-19T07:00:01","date_gmt":"2022-06-19T12:00:01","guid":{"rendered":"https:\/\/www.cfosimplified.com\/?p=22386"},"modified":"2022-09-12T17:40:22","modified_gmt":"2022-09-12T22:40:22","slug":"how-can-a-cfo-impact-your-customer-acquisition-cost-and-lifetime-value","status":"publish","type":"post","link":"https:\/\/www.cfosimplified.com\/cfo\/how-can-a-cfo-impact-your-customer-acquisition-cost-and-lifetime-value\/","title":{"rendered":"How Can a CFO Impact Your Customer Acquisition Cost and Lifetime Value?"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">We all understand that customer acquisition cost (CAC) and lifetime value (LTV) are all about data. It&#8217;s about information\u2014and a CFO lives and breathes the data that&#8217;s involved in running your company. So, let&#8217;s talk about how a CFO can impact your customer acquisition cost and the lifetime value of that customer.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Better yet, we have <\/span><a href=\"https:\/\/www.cfosimplified.com\/about-us\/larry-chester\/\"><span style=\"font-weight: 400;\">Larry Chester<\/span><\/a><span style=\"font-weight: 400;\">, President of CFO Simplified on camera to answer the question: \u201cHow can a CFO impact your customer acquisition cost and lifetime value?\u201d<\/span><\/p>\n<style>.embed-container { position: relative; padding-bottom: 56.25%; height: 0; overflow: hidden; max-width: 100%; } .embed-container iframe, .embed-container object, .embed-container embed { position: absolute; top: 0; left: 0; width: 100%; height: 100%; }<\/style>\n<div class=\"embed-container\"><iframe src=\"https:\/\/www.youtube.com\/embed\/\/-c8wdZY5_OI\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/div>\n<h2><span style=\"font-weight: 400;\">Calculating Your Customer Acquisition Cost<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Let&#8217;s look at customer acquisition first.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As a business owner, you need to understand what your total cost of marketing and sales is. This might include the amount you\u2019re spending on:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Digital marketing<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Brochures<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Advertising<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Marketing salaries and bonuses (which depend on whether you&#8217;re marketing is outsourced or in-house)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Base salaries and commissions for your sales team<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Administrative staff salaries (supporting your sales department)<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">In addition, you must look at what your specific targeted marketing costs are. For example, are there specific programs that you&#8217;ve put together to draw customers in? Do you have a special program that you&#8217;re providing a promotion for? Special discounts? An additional product that you&#8217;re giving away as an incentive? Money that you&#8217;re spending to go to trade shows? Discounts you&#8217;re providing?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">All of these expenses are part of your general marketing costs.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Now, you can do the math when you add all of this together, sit down and ask, \u201cHow many customers did we get this year?\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Divide the total amount of marketing and sales support dollars by the number of customers that you&#8217;ve received\u2014this will tell you what your customer acquisition cost is.<\/span><\/p>\n<p><b>Marketing and Sales Costs \u00f7 Number of Customers Received = Customer Acquisition Cost<\/b><\/p>\n<h2><span style=\"font-weight: 400;\">Calculating the Lifetime Value of Your Customer<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">There&#8217;s another piece to this that&#8217;s even more important, and that is what is the lifetime value of your customer?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The fact that you get a customer isn&#8217;t as important as how much revenue or actually how much net income is being generated by that customer.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Take a look at the average number of transactions per customer, what the average cost of that transaction is, and how many transactions they&#8217;re doing during a particular period of time. Let\u2019s consider this over the lifetime that the customer is on board with you.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">These three elements are going to tell you what your lifetime value of that customer is.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">An Example of Calculating Lifetime Value<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">For example, if you have a customer that spends $500 per transaction with you, and they do four purchases a month with you, that&#8217;s $2,000 a month in purchases.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">$500 per transaction x 4 transactions per month = $2,000 a month in revenue<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Now, let\u2019s say the average length of time that they&#8217;re a customer of yours is 24 months or two years.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That means that the lifetime value of that customer in revenue is $48,000.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">$2,000 a month x 24 months = $48,000 in revenue over two years<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Now, that certainly doesn&#8217;t mean that you could spend $48,000 to get that customer and break even.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">However, that&#8217;s the total revenue that you&#8217;re going to be receiving while they\u2019re a customer.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">How Can a CFO Impact Your CAC and LTV?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Certainly, given the previous example, the amount you spend to acquire a customer and the net income from that customer is going to be a factor you want to consider in your customer acquisition cost.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A CFO can directly impact the cost of your customer acquisition and lifetime value considering that these individuals are up to their knees in customer acquisition cost and lifetime value data on a daily basis. A CFO can help steer your business in the right direction by properly measuring and understanding these metrics.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-22388 size-large\" src=\"https:\/\/www.cfosimplified.com\/wp-content\/uploads\/2022\/05\/How-Can-a-CFO-Impact-Your-Customer-Acquisition-Cost-and-Lifetime-Value-2-451x1024.png\" alt=\"infographic answering &quot;How Can a CFO Impact Your Customer Acquisition Cost and Lifetime Value?&quot;\" width=\"451\" height=\"1024\" srcset=\"https:\/\/www.cfosimplified.com\/wp-content\/uploads\/2022\/05\/How-Can-a-CFO-Impact-Your-Customer-Acquisition-Cost-and-Lifetime-Value-2-451x1024.png 451w, https:\/\/www.cfosimplified.com\/wp-content\/uploads\/2022\/05\/How-Can-a-CFO-Impact-Your-Customer-Acquisition-Cost-and-Lifetime-Value-2-132x300.png 132w, https:\/\/www.cfosimplified.com\/wp-content\/uploads\/2022\/05\/How-Can-a-CFO-Impact-Your-Customer-Acquisition-Cost-and-Lifetime-Value-2-768x1745.png 768w, https:\/\/www.cfosimplified.com\/wp-content\/uploads\/2022\/05\/How-Can-a-CFO-Impact-Your-Customer-Acquisition-Cost-and-Lifetime-Value-2-676x1536.png 676w, https:\/\/www.cfosimplified.com\/wp-content\/uploads\/2022\/05\/How-Can-a-CFO-Impact-Your-Customer-Acquisition-Cost-and-Lifetime-Value-2.png 880w\" sizes=\"(max-width: 451px) 100vw, 451px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Interested in learning more? Read on to <\/span><a href=\"https:\/\/www.cfosimplified.com\/cfo\/is-your-business-ready-for-a-part-time-cfo\/\"><span style=\"font-weight: 400;\">find out if your business is ready for a part-time CFO<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>We all understand that customer acquisition cost (CAC) and lifetime value (LTV) are all about data. It&#8217;s about information\u2014and a CFO lives and breathes the data that&#8217;s involved in running your company. So, let&#8217;s talk about how a CFO can impact your customer acquisition cost and the lifetime value of that customer. Better yet, we [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":22391,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[33,1774,34,36,1730],"tags":[1807,2047,2041,1743,2046,2043,2044,1857,2045,2042,1856],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How Can a CFO Impact Your Customer Acquisition Cost and Lifetime Value? - CFO Simplified<\/title>\n<meta name=\"description\" content=\"A CFO can guide your business by properly measuring and understanding your customer acquisition cost (CAC) and lifetime value (LTV).\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.cfosimplified.com\/cfo\/how-can-a-cfo-impact-your-customer-acquisition-cost-and-lifetime-value\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How Can a CFO Impact Your Customer Acquisition Cost and Lifetime Value? 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