averagecac.com

Benchmark · Services · Series B · Mid-Market ($25k-$100k ACV)

Average CAC for Series B Mid-Market Services Companies

CAC Payback Period · Services · Mid-MarketSourced

20 months

Best-in-class (top quartile): 14 months

Methodology note: This source segments CAC payback by industry × customer size, not by company stage. The same 20-month payback applies across all 5 stages for services × mid-market. For more on this site's methodology, see methodology.

Sources

First Page Sage segments CAC payback by industry × customer size only; the same payback applies across all 5 company stages within this segment. For stage-segmented data, see the SaaS Capital benchmark survey (segments by ARR band but is paywalled for cell-level numbers).

Common questions

CAC payback questions: Mid-Market Services

What is the average CAC payback period for mid-market services companies?
About 20 months, per First Page Sage's 2024 SaaS CAC Payback Benchmarks (28-industry table, last updated March 2025). Top-quartile services companies at mid-market size recover CAC in about 14 months. First Page Sage segments by industry and customer size rather than company stage, so the same 20-month payback applies across seed through late-stage.
Is 20 months a good CAC payback for services?
Under 12 months is best-in-class across B2B SaaS, and most venture-backed companies target under 18. Payback lengthens with deal size, so mid-market services's roughly 20-month figure is typical for the segment rather than a warning sign; the top-quartile benchmark is about 14 months.

How we define this cut

Services · Series B · Mid-Market

Industry: ServicesProductised professional services with software leverage.
Stage: Series B$5-$15M ARR, scaling GTM motion, sales-led or PLG flywheel.
ACV: Mid-Market ($25k-$100k ACV)Mid-market buyers, inside-sales motion, multi-stakeholder evaluation.