CAC Payback Period · SaaS (B2B Software)

SaaS (B2B Software) CAC Payback Period

The 2024 percentile distribution for CAC Payback Period in the saas (b2b software) vertical, sourced from HubSpot State of Marketing 2024 (derived).Derived row — interpolated from the primary source plus adjacent verticals. See “Derivation notes” below.

p25
10.0
Median
16.0
p75
24.0
Direction
Higher ↑
Percentile calculator

Where does your rate sit?

p2510.00p5016.00p7524.00

Higher is better →

Source: HubSpot State of Marketing 2024 (derived) · 2024 · derived

Derivation notes

HubSpot 2024 + Bessemer State of Cloud. Unit: months. Lower is better. Early-stage SaaS median: 15-18 months. Best-in-class: under 12 months. Consumer SaaS targets under 6 months due to higher churn risk. Enterprise SaaS with multi-year contracts can sustain 24-30 month payback given low churn. Gross-margin payback is more accurate than revenue payback — include gross margin in formula.

Source

HubSpot State of Marketing 2024 (derived)

Source data published 2024 ·

Curated by , operator of ConversionBench. Every benchmark links to its primary source.

Related benchmarks

Payback · Ecommerce (D2C Retail)p50 8.0 · HubSpot State of Marketing 2024 (derived for ecommerce)Visitor-to-Lead Ratep50 3.0% · SaaS (B2B Software)Trial-to-Paid Conversion Ratep50 21.0% · SaaS (B2B Software)Lead-to-SQL Ratep50 28.0% · SaaS (B2B Software)Bounce Ratep50 44.0% · SaaS (B2B Software)