New Logo Acquisition Cost Calculator
New Logo CAC measures only the cost to win a brand-new customer — excluding expansion CAC which is much cheaper. Investor decks use new-logo CAC as the true test of sales efficiency.
Why Blended CAC Misleads
Blended CAC mixes new-customer and expansion-customer acquisition costs. Expansion is typically 3-5x cheaper because the customer is already in the door. A company with 50% expansion revenue shows artificially low blended CAC, masking new-logo inefficiency.
Bessemer New-Logo CAC Benchmarks
SMB segment ($0-25K ACV): under $5K CAC is elite, $5-10K healthy, above $25K usually unprofitable. Mid-market ($25-100K ACV): under $25K elite, $25-50K healthy. Enterprise ($100K+ ACV): under $100K elite — multi-quarter sales cycles drive higher cost.
How To Separate New vs Expansion Spend
Tag S&M expenses by motion: new-logo SDR teams, outbound campaigns, content marketing aimed at top-of-funnel. Expansion includes CSMs, account managers, upgrade campaigns. Most CRMs (HubSpot, Salesforce) support tagging at the campaign level for this split.
Source: Bessemer Cloud 100 2025, ChartMogul Annual SaaS Retention Report. Last updated: May 2026.