Industry overview
Horizontal business-to-business SaaS: collaboration, productivity, CRM, marketing, ops.
Five stages × three ACV bands = 15 published cells per industry. Cells with a primary source are marked Sourced. Cells without one render as honest stubs that link to adjacent cells and to the live public-company data below.
| Stage / ACV | SMBUnder $25k ACV | Mid-Market$25k-$100k ACV | Enterprise$100k+ ACV |
|---|---|---|---|
| Seed$0-$2M ARR | 12mpayback | 18mpayback | 24mpayback |
| Series A$1-$5M ARR | 12mpayback | 18mpayback | 24mpayback |
| Series B$5-$15M ARR | 12mpayback | 18mpayback | 24mpayback |
| Growth$15-$50M ARR | 12mpayback | 18mpayback | 24mpayback |
| Late Stage$50M+ ARR or public | 12mpayback | 18mpayback | 24mpayback |
13 SaaS B2Bcompanies in our public-company cohort. CAC is computed live from each company's SEC 10-K filings - see individual pages for the full methodology and disclosure quotes.
| Company | Ticker | S&M | Annual CAC |
|---|---|---|---|
| ASANA, INC. | ASAN | $407.0M | $218k |
| BRAZE, INC. | BRZE | $327.0M | $3.8M |
| DOCUSIGN, INC. | DOCU | $1.20B | $12k |
| Five9, Inc. | FIVN | $311.8M | - |
| Freshworks Inc. | FRSH | $394.8M | $141k |
| HubSpot, Inc. | HUBS | $1.38B | $34k |
| Paycom Software, Inc. | PAYC | $1.14B | $688k |
| PAYLOCITY HOLDING CORPORATION | PCTY | $374.2M | $144k |
| ServiceNow, Inc. | NOW | $4.39B | $14.6M |
| SNOWFLAKE INC. | SNOW | $2.06B | $884k |
| SPROUT SOCIAL, INC. | SPT | $190.6M | $444k |
| WORKDAY, INC. | WDAY | $2.62B | $5.2M |
| ZoomInfo Technologies Inc. | ZI | $414.6M | $7.7M |