Newsletter · Series

What the CAC?

Operator notes on GTM, RevOps, positioning, and turning customers into raving fans.

New customers are expensive. Raving fans are the compounding asset. What the CAC? is a running set of operator notes on the tech landscape, product positioning, RevOps/Marketing Ops, and the GTM moves that make expansion inevitable.

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Latest issue

Switching To A Cheaper AI Model Won't Lower Your CAC

Why a cheaper model won't lower what AI costs you, what owning it really includes, and what to benchmark before your next renewal.

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What the CAC?

Switching To A Cheaper AI Model Won't Lower Your CAC

Archive

Why Every Team Reports a Different CAC

The CAC Problem Hiding in Customer Success

Silent Failures Are Raising Your CAC

How Wasted Buyer Interest Raises Your CAC

Ungoverned, Untrained AI Is Raising Your CAC

The GTM Proficiency Gap Is Quietly Inflating Your CAC

Why Almost Everyone Chasing AI Is Looking in the Wrong Direction

The Costly Mistake of Measuring AI Before You Define It

The Costly Mistake of Trusting an AI Agent Too Soon

Nobody Notices Missing Context Until It's Expensive

Your AI Rollout Starts With One Person. It Shouldn't Stay There.

You're Not Paying for AI, You're Paying for What It's Sitting On

What Most Teams Miss: Fixing the Data Foundation Before You Buy the Agent

Why I Named This “What the CAC?”