27. CAC COCKTAIL
CAC
COCKTAIL
FORMULA SALES
# of AEs
Quota
Inside sales
Field /enterprise sales
Ramp time
Inside sales
Field sales
Attainment rate
$400k-$800k
$1-1.5m
1-3mo
6-9mo
70-90%
LEAD/OPPORTUNITY
GENERATION
# of SDRs
Opportunities/SDR/month
Close rate
Marketing Spend
(% of Total S&M)
Inside/field sales model
Freemium/internet sales
15-25
15-30%
25-33%
33-67%
https://www.slideshare.net/AnnaKhan9/the-state-of-the-cloud-report-2017-bessemer-venture-partners 27
CAC は様々なコストの組み合わせ
28. 28
24
CAC Composition: Sales vs. Marketing Cost % of CAC
Overall, the
median company
devotes 30% of
their CAC to
marketing
expenses, with
the remainder
allocated to
sales. However,
Internet sales-
driven
companies have
a much greater
reliance on
marketing, with
65% of the
median
company’s CAC
budget devoted
to marketing.
Respondents: Overall: 238, Field Sales: 100, Inside Sales: 63, Internet Sales: 12, Mixed/Other: 63
Comparison with
Previous Surveys
Besides a slight shift
towards greater marketing
spend by field sales
companies, the results are
largely consistent with last
year’s results
Categorization of Companies by Dominant Sales Strategy
70% 70%
64%
35%
70%
30% 30%
36%
65%
30%
0%
20%
40%
60%
80%
100%
Overall Field Sales Inside Sales Internet Sales Mixed/Other
Sales Marketing
CAC は⼤体 Mktg:Sales = 3:7 のコスト配分
(顧客の産業や規模によって違うので、戦略⽴案時にはもっと細分化したほうが良いかも)
32. 1x 1% 1yr
<-1% MONTHLY
GROSS CHURN
>+1% NET CHURN
CAC PAYBACKNET NEW ARR
NET BURN
POST SERIES A: THE 1-1-1 RULE!
www.bvp.com/cloud 25https://www.bvp.com/blog/cloud-days-ahead-state-cloud-industry-2016-download-full-report 32
Series A 以降で⽬指すべき 1:1:1 ルール
33. Find the model that works for you
UNDERSTANDING YOUR SALES MODEL
SMB EnterpriseMidmarket
12 Mos 18-24 Mos3-6 Mos
AVG ACV
CHURN /
UPSELL
CAC
PAYBACK
$12 - $50K<$12k $50K+
1% Monthly<3% Monthly
<1% Monthly,
Upsell
https://www.slideshare.net/AnnaKhan9/the-state-of-the-cloud-report-2017-bessemer-venture-
partners 33
ただし顧客の企業規模によって⽬指すべき Churn は違う
111. Photo by TechCrunch, TechCrunch Disrupt SF 2016 - Day 2
https://www.flickr.com/photos/techcrunch/29035377473
111
Software is eating the world.
ソフトウェアエンジニアの腕の⾒せ所