Startup Glossary
A complete library of terms, metrics, and calculations for your startup.
Acquisition
CAC Payback
Customer Acquisition Cost (CAC) payback is the number of months it will take to recover the cost of acquiring a customer.
Cost Per Lead (CPL)
Your cost per lead is the amount of money you spend to acquire a new lead.
Customer Acquisition Cost (CAC)
Customer Acquisition Cost (CAC) is how much money you spend in sales and marketing to acquire one new customer.
Lead Conversion Rate
Lead conversion rate is the percentage of leads that will convert into paying customers.
Leads
A lead is a person who has a potential interest in your product or service.
Marketing Qualified Lead (MQL)
MQLs are leads vetted and qualified by the marketing team—whether that is done manually or automatically.
Sales Qualified Leads (SQL)
An SQL is a lead that has been vetted and is highly interested in purchasing your product or service.