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How much recurring gross profit did last quarter’s selling cost buy?
Compare new-logo ARR and its gross contribution with matched sales and marketing spending.
Example scenario
Editable demonstration inputs, not verified industry benchmarks. Enable JavaScript to calculate your own scenario.
- New-logo ARR from matched cohort
- $1,500,000
- Sales & marketing acquisition spend
- $1,000,000
- New-logo gross margin
- 80 %
- Unrecovered cohort implementation cost
- $100,000
Gross-profit acquisition payback
Example result only, not a forecast or promise.
- New ARR / acquisition spend
- 1.5×
- Annual cohort gross profit
- $1,200,000
- Total unrecovered acquisition investment
- $1,100,000
What to do with this result
Match spend to the acquisition lag and exclude expansion ARR; compare by segment, not against a universal good/bad benchmark.
Know what is inside the model.
Planning model, not personalized financial advice. Your inputs remain in your browser.
Calculation method
Acquisition efficiency = new-logo ARR / matched acquisition spend. Gross-profit payback months = (spend + unrecovered implementation) / (new ARR × margin / 12).
Assumptions and limitations
- Example inputs are editable scenarios, not Aryo results or independently verified industry benchmarks.
- Use one matched customer cohort and consistent periods. Recurring revenue, bookings and cash are different measures.