Public Company · DOCU · saas b2b
Annual and trailing-twelve-month customer acquisition cost for DOCUSIGN, INC. (DOCU), computed live from the company's SEC filings. Every number on this page is sourced and methodologically defended.
$12,039
S&M FY2026 $1.20B ÷ net-new total customers 100,000
$12,039
S&M TTM $1.20B ÷ same net-new denominator as annual (no quarterly customer-count disclosure)
“As of January 31, 2026, we had a total of over 1.8 million customers, including approximately 280,000 direct enterprise and commercial customers managed through our sales force and partner channels, compared to nearly 1.7 million customers and over 260,000 direct enterprise and commercial customers as of January 31, 2025.”
All disclosed customer slices · FY2026
Companies disclose customer counts in different cuts. This page renders every slice the latest 10-K names, with its own CAC computation where the filing supports it.
Total Customers
$12k
1,700,000 → 1,800,000 (net-new 100,000)
S&M FY2026 $1.20B ÷ net-new
Direct Enterprise And Commercial Customers
$60k
260,000 → 280,000 (net-new 20,000)
S&M FY2026 $1.20B ÷ net-new
Customers $300k+ ACV
$16.3M
1,131 → 1,205 (net-new 74)
S&M FY2026 $1.20B ÷ net-new
Iam Customers
-
~25,000 as of Jan 31, 2026 (no prior-year count disclosed)
S&M FY2026 $1.20B ÷ net-new
S&M expense, last 4 fiscal years
Older years above don't carry a CAC number here because deriving it requires the customer count for both the current year and the prior comparative - only the latest 10-K reliably discloses both. Backfilling earlier CAC values from older 10-Ks is a planned phase-2 improvement.
Methodology
Numerator (S&M). DOCUSIGN, INC. reports sales & marketing expense each quarter under the XBRL tag us-gaap:SellingAndMarketingExpense. We pull it directly from SEC EDGAR every Monday morning. Annual CAC uses the FY total; trailing-12-month CAC uses a rolling sum of the last four quarters.
Denominator (net-new customers). Customer counts are extracted from the MD&A section of DOCUSIGN, INC.'s 10-K and 10-Q filings using a Claude-driven structured-extraction prompt against the exact disclosure language. Net-new is the change in total customers between the current and prior reporting period.
What this number captures. Fully-loaded blended CAC. S&M includes spend on existing-customer expansion as well as new-logo acquisition; companies don't publicly split that allocation, so neither does this page. Companies with high net-revenue retention will show higher blended CAC than their true new-logo CAC. The trade-off for using only publicly-disclosed numbers is loss of granularity - we surface that explicitly rather than estimate it away.
Compare to industry
DOCUSIGN, INC. is one company. CAC varies enormously across stage and ACV inside the same industry. The industry overview page links every published cut for Saas B2b, plus the live cohort companies that share the same SEC-fed methodology.
Source
Latest 10-K: DOCUSIGN, INC., Form 10-K for fiscal year ending Jan 31, 2026 (filed Mar 18, 2026, accession 0001261333-26-000021).
S&M expense pulled from XBRL company facts API. Customer counts extracted from MD&A narrative using Claude Opus 4.7 with the disclosure quote preserved verbatim above.