For B2B marketing and commercial leaders
The hidden cost of marketing
CAC is the most important number in your commercial operation. Most B2B businesses either do not track it or calculate it too narrowly to trust it.
Weak brand forces your sales team to compensate with longer cycles, more touchpoints, and more discounting. Weak activation lets pipeline leak, requiring more spend to replace what is lost. Both routes push CAC up. Calibrate identifies which is driving yours and where the fix lies.
CAC and CLV together
High CAC is not always fatal. Exceptional customer lifetime value can offset it. But high CAC and low CLV together is a serious commercial problem.
Calibrate assesses the marketing gaps that drive CAC up and limit CLV growth. The output is a board-ready diagnostic that ranks your gaps by commercial impact and gives you four prioritised actions. Designed to drive a decision, not describe a problem.
28
Questions
10
Minutes
4
Funnel stages
CAC
The metric at the centre
What Calibrate covers
CAC is not a single lever. It is inflated by weak brand, leaking pipeline, misaligned sales and marketing, and poor measurement. CLV is shaped by how well you retain and grow the customers you win. Calibrate assesses all of it across four funnel stages and shows you which gaps are costing you most.
Foundation
Brand and Positioning
Top of Funnel
Awareness and Visibility
Middle of Funnel
Consideration and Nurture
Bottom of Funnel
Conversion and Performance
Calibrate is built for B2B marketing directors, VPs, and commercial leaders who want a clear, honest picture of where their marketing is inflating acquisition cost. The output is emailed to you, takes 10 minutes to produce, and is designed to start a conversation with your leadership team.
Before we begin
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