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 ↑
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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.