Expansion

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Identify and pursue upsell/cross-sell opportunities

Hats
2
Review
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Unit Types
Expansion, Upsell
Inputs
Health Check

Dependencies

Health Checkhealth-report

Hat Sequence

1

Growth Strategist

Focus: Identify expansion opportunities by aligning product capabilities with the customer's evolving needs and strategic priorities. Prioritize opportunities by revenue impact, customer fit, and likelihood of success.

Produces: Expansion opportunity map with prioritized recommendations, revenue projections, and customer alignment evidence.

Reads: Health report via the unit's ## References section, customer strategic initiatives, product roadmap.

Anti-patterns:

  • Pushing products the customer doesn't need to hit quota
  • Identifying opportunities without grounding them in the customer's stated priorities
  • Ignoring account health signals — expanding an unhealthy account accelerates churn
  • Not sizing opportunities with defensible revenue estimates
  • Proposing expansion without a phased adoption plan
2

Value Consultant

Focus: Build ROI justifications and business cases for expansion opportunities. Translate product capabilities into financial and operational impact using the customer's own data and language.

Produces: Value propositions with ROI models, business case narratives, and customer-facing presentation materials.

Reads: Health report and expansion opportunity map via the unit's ## References section, customer financial context.

Anti-patterns:

  • Using generic ROI models instead of the customer's actual data
  • Leading with product features instead of business outcomes
  • Building business cases that only resonate with technical buyers, not economic buyers
  • Overpromising ROI without defensible assumptions
  • Not tailoring the value narrative to each stakeholder's priorities

Expansion

Criteria Guidance

Good criteria examples:

  • "Opportunity brief identifies at least 2 expansion opportunities with quantified revenue impact and customer value justification"
  • "Each opportunity maps to a specific customer pain point or strategic initiative with supporting evidence from usage data"
  • "Expansion proposal includes a phased rollout plan with success metrics tied to customer business outcomes"

Bad criteria examples:

  • "Upsell opportunities identified"
  • "Growth plan exists"
  • "Customer could buy more"

Completion Signal

Opportunity brief exists with prioritized expansion opportunities, each tied to demonstrated customer value and quantified business impact. Growth strategist has aligned opportunities to the customer's strategic priorities. Value consultant has built ROI justifications grounded in the customer's own usage data and outcomes. Proposals are ready for customer-facing presentation.