Podcast episode
Upsell & Expansion Masterclass: 7 Lever to Grow Any Account
30 Minutes to President's Club1 Sept 202630 min
Description
Most account managers wait for upsell opportunities. Mark Kosoglow and Armand Farrokh break down how great AMs create expansion pipeline by proving value, owning executive relationships, and systematically finding whitespace across their accounts. 🎯 Create expansion pipeline through value: Treat value delivery like prospecting: identify the executive outcome, deliver the proof, communicate it back, then earn the right to uncover what’s next. 🤝 Own the executive relationship: Partner with your CSM to keep execution on track while you stay above the weeds, connect the work to executive priorities, and turn customer success into expansion opportunities. 📈 Map whitespace with 7 expansion levers: Look for product attachment, scope expansion, and commercial changes, then activate them through new use cases, modernization, consolidation, and M&A or organizational change. You’re one step closer to President’s Club!: 📈 Master Sales Leadership with Mark: https://www.30mpc.com/course/leadership-course 🏋 30MPC Training: https://www.30mpc.com/course/team-training 🛠 Weekly Newsletter: https://hubs.li/Q02NJQ8p0 📚 Things you can steal and use today: https://linktr.ee/30mpc_youtube
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But when you make it about reaffirming your ability to create the value that that customer needs, they're always happy to help you do that. So that is mid-engagement. Now let's talk about the end of the engagement. Oftentimes you can re-engage for an upsell or an expansion right around renewal. Yeah. “Renewal is the best time for expansion.” Renewal is a commercial milestone where it's your job to talk about everything that's happened. And if you've run this cycle multiple times, if you run this loop multiple times, you should have multiple evidences of your ability to create value that earns you the right to ask for more, to ask for more years, to ask for new business units, to ask for different products.
Mark, let's actually go back to step two in delivering value proof here. You talked about a big shift in the responsibility of who owns the account. If something is going wrong in an account, who do you as the CRO reach out to? “There is one DRI, directly responsible individual in account, one owner, and it's the account” manager. It is the AM. They are the single throat to choke, as it were. Their job is to make sure that the account stays with us and that we increase the value of that account. If the account doesn't stay with us, they never get to increase the value.
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