CAC Allocation
Compute CAC per GTM motion, rank the motions by efficiency, and see where the next marginal dollar should go.
Included with crocronjob . A seat without it sees an upsell here instead of the page.
Overview
CAC Allocation is the CRO's portfolio view of acquisition cost. It computes the fully-loaded CAC for each of the nine GTM motions, PLG, community, partner, SEO/AEO, events, paid, automated and manual outbound, and ABM, ranks them by efficiency, and recommends where the next marginal dollar should go. It is how you defend CAC economics across the whole portfolio rather than one channel at a time.
What it is for, on the page. Under the headline, this page says what it produces, what makes it run, and where the output lands. Every Work page reads that line from one registry, so the three answers cannot drift from the page.
What is filled in for you
When the page opens it reads the won deals in your book. Each won deal is credited to the channel of its first touch, the same rule Attribution uses, and the channel is matched to one of the nine motions. That gives new ARR and new customers per motion, and those motions are filled into the form with the spend column left blank. A line above the form names the motions it filled, the ones it could not (no won deal was first touched by them), and any channel whose name matches no motion, with the ARR left out because of it. A plain outbound channel is not matched, since it could be either outbound motion.
Spend is always typed. Nothing in the product stores spend per motion, so no spend figure is filled in. Type it on each line, then allocate. Anything you typed before the page finished reading is kept, and you can edit or replace every filled line.
Two efficiency measures
Where a motion has new ARR, it uses spend-to-ARR (dollars spent per dollar of new ARR, lower is better), the cleanest cross-motion comparison. Where it has customers but not ARR, it falls back to CAC per customer. A motion missing both spend and any acquisition figure is reported as unmeasurable rather than assigned a fabricated CAC, so the ranking is honest about what you can actually compare.
The canonical ordering
When two motions tie on efficiency, the recommendation biases toward the structurally cheaper one, following the canonical ordering PLG < Community < Partner < SEO/AEO < Events < Paid < Outbound < ABM. The result is a single, defensible reallocation, shift marginal budget from the least efficient measurable motion toward the most efficient, with the cheaper motions preferred all else equal.
Deterministic
The allocation is deterministic: the same spend and acquisition always produce the same CAC, ranking, and recommendation, so the number holds up in a board review. It computes CAC only where the inputs support it, and never invents an acquisition figure to make a motion look better than it is.