I figured your LTV was probably much higher given what you're doing. That 4x CAC thing is really intended for consumer companies I think.

The reason this methodology matters is that when you have a marketer trying to figure out how to deploy a substantial amount of capital against business goals they've got to break it down by channel. And this common misconception is one of the most painful hurdles to get over with startup management teams who tend to be spending adverse even when the marketer finds a channel she wants to exploit the hell out of.

Marketing, as a function, deals in potential. If I can spend $1 to get you $10 of potential, and you (being sales or self-service conversion funnel) close 20% of that then we are a fucking awesome company :)