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Every month after close, Sai rebuilds CAC payback for each acquisition channel from what you actually spent and what your CRM actually closed, shows how many SQLs you are short of next quarter's target, and lets you test budget shifts before you commit them.
Every B2B marketing team has a CAC number, and almost none of them agree on what went into it. Outbound looks cheap until SDR salaries are counted. Content looks free until the writers are. Events look fine until someone notices the travel sat in another budget. And the blended figure hides all of it — a healthy average can sit on top of one channel that pays back in eight months and another that never does. The only way to know which is which is to rebuild the numbers from actual spend and actual closed deals, every month.
After each month's close, Sai pulls cost by channel from your finance data and the funnel by original source from your CRM, then calculates CAC, stage conversion, and CAC payback for each channel and for the business as a whole. It turns next quarter's revenue target into the number of SQLs you need, compares that with what the current run-rate produces, and shows the gap. Sliders let you test next month's budget split against real conversion rates before any money moves.
A channel's CAC is only as honest as the costs assigned to it. The model keeps the cost mapping explicit, so no channel wins the budget argument by leaving out a line item.
Coverage models usually stop at a ratio — "we need 3x pipeline." That is not something a team can act on. Working backwards from the quarter's new ARR target and the CRM's actual win rate, the model converts coverage into a count of SQLs, then compares it with what each channel is producing now. If there is a gap, it names the channel that could close it at the lowest cost based on what actually happened, not on what the channel promised.
Past months are not recalculated, so the trend shows what each channel really delivered at the time. Each channel is compared with the previous month, and any whose payback worsens by more than two months is flagged. Deals with no recorded source stay in an "Unattributed" row instead of being quietly dropped — a growing unattributed share is itself a finding, usually a tracking problem worth fixing before the next budget cycle. Benchmarks appear only when you name a source, such as OpenView's SaaS benchmarks report, and always with the year.
Company-level CAC payback, graded against benchmarks for your stage, lives in the monthly SaaS metrics dashboard — this page breaks the same number down by channel. Once the model says which channel to feed, the weekly lead scoring rubric decides which of those leads get worked first, and automated follow-up sequences keep outbound SQLs from going cold.