Identifying Upsell Opportunities and Whitespace
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The document discusses upsell opportunities and prioritizing upsell initiatives. It identifies three major upsell levers: expanding reach with existing customers, selling additional use cases, and selling in new geographies. It recommends prioritizing initiatives based on opportunity size and ease of attainment using metrics gathered from the Gainsight platform. The workflow involves customer success managers verifying opportunities which are passed to salespeople. Operationalizing outreach includes automated Copilot outreach and clustering similar customers. Tracking upsell in a centralized dashboard provides visibility into opportunities and enables identifying top advocates.
Identifying Upsell Opportunities and Whitespace
- 1. ©2015 Gainsight. All Rights Reserved. Identifying Upsell Opportunities and Whitespace Rachna Raina, Business Operations
- 2. ©2015 Gainsight. All Rights Reserved. TODAY’S DISCUSSION •Upsell levers •Prioritizing initiatives •Workflow for initiatives •Operationalizing outreach •Tracking upsell
- 3. ©2015 Gainsight. All Rights Reserved. WHICH LEVERS CAN BE USED TO INCREASE UPSELL? •Expanding reach with existing customers: Selling additional licenses to current customers who with significant usage •Selling additional use-cases: Selling into other parts of the organization, to fulfill different organizational needs •Selling in a new geography: Selling into new region that is currently not a target
- 4. ©2015 Gainsight. All Rights Reserved. PRIORITIZING UPSELL INITIATIVES •Identify important metrics to understand upsell potential •Background •ARR •Scorecard metrics (e.g., sentiment, usage) •Stage •Whitespace •International presence (do international CSMs exist?) •Presence in customer organization •Number of seats • Full seats • View-only seats • Assigned seats •Gather upsell data from Gainsight •Prioritize based on opportunity size and ease of attainment
- 5. ©2015 Gainsight. All Rights Reserved. WORKFLOW FOR TRIGGERED UPSELL OPPORTUNITIES •Upsell opportunities CTAs triggered in Gainsight
- 6. ©2015 Gainsight. All Rights Reserved. WORKFLOW FOR TRIGGERED UPSELL OPPORTUNITIES •CSM verifies opportunity and re-assigns to salesperson
- 7. ©2015 Gainsight. All Rights Reserved. WORKFLOW FOR TRIGGERED UPSELL OPPORTUNITIES •Salesperson uses Gainsight Opportunity Widget upon email notification to assess opportunity
- 8. ©2015 Gainsight. All Rights Reserved. WORKFLOW FOR TRIGGERED UPSELL OPPORTUNITIES •Salesperson uses additional context to work through playbook for customer upsell
- 9. ©2015 Gainsight. All Rights Reserved. OPERATIONALIZING UPSELL OUTREACH •Sending Copilot outreach for customers in relevant outreach segments (generally lower touch) Copilot outreaches
- 10. ©2015 Gainsight. All Rights Reserved. OPERATIONALIZING UPSELL OUTREACH •Build reports of “similar customers” to identify missing opportunities for cross-sell or up-sell •E.g., Enterprise customers using specific support package •Currently thinking about clustering customers in a more systematic way on variety of dimensions •Size •Industry •ARR •Major use cases •Relationships / user makeup Clustering similar customers
- 11. ©2015 Gainsight. All Rights Reserved. TRACKING UPSELL ACTIVITY •To provide visibility to CSM and full team into open upsell opportunities, scorecard metrics for Expansion activity Opportunity Scorecard Measures
- 12. ©2015 Gainsight. All Rights Reserved. TRACKING UPSELL ACTIVITY •General account information helps provide context for R&E managers Renewals & Expansion Dashboard
- 13. ©2015 Gainsight. All Rights Reserved. TRACKING UPSELL ACTIVITY •Page views by user allows our R&E team to know who the internal heavy users are, and people who are most likely to be advocates of continued usage Renewals & Expansion Dashboard
- 14. ©2015 Gainsight. All Rights Reserved. TRACKING UPSELL ACTIVITY •These reports enable identification of internal advocates and decision makers, as well as opportunities for expansion Renewals & Expansion Dashboard
- 15. ©2015 Gainsight. All Rights Reserved. TRACKING UPSELL ACTIVITY •Crediting upsell opportunities can provide good data for future prioritization •We track the source of all upsell leads (inbound, outbound, CSM- identified, etc) to ensure robust understanding of where to focus future efforts Lead source tracking
- 16. ©2015 Gainsight. All Rights Reserved. SUMMARY •Three major upsell levers: •Expanding current customer reach •Selling additional use cases •New geography •Prioritize initiatives after deciding which opportunities are most valuable based on pre-determined set of metrics •Upsell workflow includes CSM involvement with goal of arming R&E manager with robust customer context •Operationalizing outreach can occur through one to many initiatives, clustering customer opportunity identification •Tracking upsell in a centralized dashboard enables R&E success, as does attributing credit for expansion activities
- 17. ©2015 Gainsight. All Rights Reserved. NEXT STEPS •Visit our Best Practices Page (see Renewals & Expansion primer, among others) •Use Vault for out-of-the-box best practices •Stay tuned for more!
- 18. ©2015 Gainsight. All Rights Reserved. QUESTIONS?