Expansion Plays

Expansion Playbooks Skill

When to Use

• Identifying accounts ready for cross-sell or upsell.
• Designing lifecycle campaigns that move customers from adoption to value realization and expansion.
• Partnering with sales/CS to run QBRs, roadmap reviews, or packaging changes.

Framework

1. Signal Stack – product usage milestone, success plan completion, idle licenses, executive sponsor engagement.
2. Play Types – roadmap preview, ROI workshop, packaged add-on offer, multi-product bundle, success story swap.
3. Offer Crafting – align incentive (discount, pilot, service credits) with customer value narrative.
4. Execution Channels – CS outreach, lifecycle nurture, webinars, executive programs.
5. Measurement – expansion pipeline, attach rates, ARR per account, payback.

Templates

• Expansion readiness checklist.
• QBR/EOQ review deck outline.
• Offer matrix (persona x trigger x CTA).

Tips

• Keep CS + sales alignment tight on ownership and comp.
• Document experiments (pricing, packaging) and share learning loops with product.
• Pair with customer-insights to validate readiness signals before outreach.