Payback before ratio
If cash is tight, the question is how fast CAC comes back, not how attractive lifetime value looks on a spreadsheet.
Audit the economics
CAC is the ceiling. LTV is the lever.
For B2B SMEs, cheaper leads rarely fix the model. We rebuild payback, cohort LTV and channel CAC, then improve the inputs that change what you can afford to spend.
why cac & ltv
Why CAC & LTV Optimisation
The ratio is not the strategy.
LTV:CAC is useful, but it hides the work. Payback is a receipt; LTV is a forecast. Blended CAC averages away the channel burning cash, and revenue LTV ignores margin, churn, expansion and cost-to-serve. We rebuild the numbers by cohort and source, then decide which lever should move first.
Margin before revenue
LTV should account for gross margin, onboarding effort, support load, discounts and churn, not just contract value.
Retention before more spend
Renewal, activation and expansion often create more room than another acquisition test. Paid works better when customers stay longer.
our approach
Our Approach
Rebuild, prioritise,
then move.
We start with honest unit economics, then choose the smallest set of changes that can improve payback and customer value.
We rebuild fully burdened CAC by source, split new and expansion revenue, calculate contribution-margin LTV by cohort and expose the payback assumptions hidden inside the dashboard.
We rank the levers by commercial impact and effort: channel mix, sales cycle, funnel conversion, ACV, pricing, onboarding, retention and expansion. The fastest credible improvement goes first.
Senior operators run the work across paid, content, conversion, CRM, lifecycle and sales enablement. Acquisition efficiency and customer value move together, not in separate agency workstreams.
Monthly reviews track payback, CAC by source, cohort value, activation, renewal and expansion. The model updates as the market changes, because last quarter's ratio is not a plan.
Our CAC & LTV
Marketing Services
Four connected layers improve how much it costs to win a customer and how much that customer is worth.
Unit Economics Audit
We rebuild CAC, payback and contribution-margin LTV from source data, separating blended, paid, organic, new, returning and expansion revenue.
Acquisition Efficiency
We rebalance paid, content, SEO, outbound and partner channels around source-level CAC and payback, not the blended average that hides waste.
Conversion & Sales Cycle
We cost each step from lead to opportunity to close, then fix the points where qualification, proof, pricing or sales follow-up slows payback.
Retention & Expansion
We improve onboarding, activation, renewal, cross-sell and expansion plays, because higher customer value raises the CAC ceiling without pretending media got cheaper.
Raise LTV. Then buy demand.
Lowering CAC matters, but it is not always the fastest lever. If activation improves, churn drops, ACV rises or expansion becomes repeatable, the same acquisition channel can become viable. We work both sides of the model so growth is not trapped by a media cost you no longer control.
why MxD
Why MxD for CAC & LTV
CAC is not one channel's fault.
B2B SME unit economics sit across the whole revenue system: acquisition source, sales cycle, onboarding, gross margin, renewal, expansion and measurement. A paid agency sees only one part of that. A lifecycle agency sees another. MxD connects the full model, then ships the work that moves it.
our verticals
Marketing Tuned to
Your Industry
Your market isn't a template. We've scaled marketing across SaaS, retail, DTC and beyond, so your strategy runs on category knowledge, not guesswork.
Common
Questions
Is this only for SaaS companies?
No. It works for B2B SMEs with recurring revenue, repeat purchase, retained services or meaningful expansion potential. The inputs change by model, but the discipline is the same: fully burdened CAC, contribution-margin LTV and honest payback.
How fast can payback improve?
Measurement and channel fixes can show up inside 30 to 90 days. Retention, onboarding and expansion usually compound from month three onwards. We do not promise a magic ratio. We identify the inputs that can move fastest in your model.
How is this different from CRO or paid media optimisation?
CRO improves conversion. Paid media improves acquisition efficiency. CAC and LTV optimisation decides whether those improvements matter commercially. We connect acquisition, conversion, retention, expansion and margin into one operating view.
What data do you need?
We usually need CRM, sales activity, finance exports, ad spend, web analytics, renewal or repeat-purchase data, gross margin and any existing reports. The first job is to reconcile the baseline before anyone makes a growth decision from it.