Churn is a fundamental measure for all businesses, and even more so in B2B where average baskets are generally higher. But it is often miscalculated, and misinterpreted. The traditional formula of the number of customers lost over a given period of time does not take into account a number of important factors. Worse, it can […]

The customer acquisition cost – CAC – is an indicator that allows you to measure the profitability of your sales & marketing efforts since it corresponds to the cost necessary to acquire a customer. It is very similar to the cost per lead, traditionally preferred by marketing teams. While its calculation is fairly straightforward, it […]