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GTM vs. CAC vs. Price

There's a reason why two products that bring roughly the same value are often priced very differently.

Chosen Go-To-Market models drastically impact your Customer Acquisition Costs.

If you have a highly expensive, enterprise sales team, you inevitably have to charge more for your product to keep your CAC in check.

Conversely, if you can go-to-market with a low-touch (or even no touch) model, you bring those acquisition costs down significantly and can pass along the savings to your customers in the form of a lower price.

That's the key: customers win when you have a more efficient Go-To-Market.

Better marketing -> Better unit economics -> Lower price -> Customers win -> Higher satisfaction -> Larger market to capture.

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