Robert Chatwani on customer acquisition cost
From 2x Your Revenue Growth Without Increasing Your Marketing Budget with Robert Chatwani · · xGrowth
“In fact, the stat that I have is since the start of the pandemic, customer acquisition costs have gone up 60%.”
On , Robert Chatwani, President & GM of Growth at DOCUSIGN INC, spoke about customer acquisition cost during 2x Your Revenue Growth Without Increasing Your Marketing Budget with Robert Chatwani on xGrowth.
About Robert Chatwani
Robert Chatwani, President and General Manager of Growth at DocuSign, has discussed the potential for marketing teams to achieve significantly higher output without additional resources. In a December 2025 podcast, he stated that companies should expect "2x, 3x, 5x, maybe even 10x output from the marketing team without increasing the input, without increasing the resources, the budget." He attributed this possibility to the use of AI agents for hyper-personalized prospecting and the adoption of agile growth squads that operate like engineering teams. Chatwani also noted that customer acquisition costs have risen 60% since the start of the pandemic. Chatwani has spoken about the role of AI in business, describing it as "foundational to everything you'll build going forward" but cautioning that being "an 'AI startup' doesn't differentiate you; AI is a means to an end, not the product or category itself." He has emphasized that the fundamentals of building a company remain unchanged, including understanding the problem being solved and the category being created. At DocuSign, he said the company is building an "agreement language model" (ALM) to improve the signing and post-signature management of agreements, and estimated that combining generative capabilities with human intelligence could free up 20–40% of capacity. Chatwani has also discussed DocuSign's growth, noting that its revenue rose from approximately $500–800 million pre-pandemic to $2.5 billion within 36 months, and that the company has committed to building an engineering center in Bangalore, India. He has described India as a "more favorable place to do business" compared to China, citing factors such as foreign direct investment, intellectual property control, and the regulatory environment.