* It costs $40k in year one and $30k/year in subsequent years if you do the now typical stack of Vanta, pen test, vulnerability monitoring and audit fees. This makes ROI pretty straight forward to figure out.
* There's really no benefit to getting Type 1, you just need to get the Type 1 posture and then wait out the monitoring period in order to get type 2. If the customers actually care, they are smart enough to know that it's a lot harder to fudge it for 6 months than it is for one four hour Zoom call.
* You can definitely get to about 60% of SOC2 just doing obvious best practice (code reviews, SSO, HTTPS only, database alerting). The next 20% is worthwhile but not intuitive, the final 20% is neither.
Agreed with the top comment about infosec teams being reasonable. At this point I think it would be pretty hard to do deals with public companies without having Type 2, and our domain isn't even that security focused.