Upsell expansion playbook existing customers

Grow revenue from existing customer base. Qualify for expansion: 1. Health score green (high usage, NPS 8+). 2. Growth signals (new hires, funding, new departments). 3. Product usage indicating need (hitting limits, using workarounds). Expansion motions: 1. More seats (new team members). 2. Higher tier (need advanced features). 3. Cross-sell (complementary products). 4. Longer commitment (3-year vs 1-year). Touch model: 1. CSM identifies opportunity, introduces AE. 2. AE consults on growth needs. 3. Demo additional capabilities. 4. Provide expansion proposal. 5. Negotiate and close. Timing: QBRs, renewal conversations (90 days before), usage milestones. Tools: Gainsight for expansion signals, Salesforce for tracking. Expansion ARR often easier than new logos (50% higher win rate, 2x faster cycle).