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.

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Identifying Upsell Opportunities and
Whitespace
Rachna Raina, Business Operations

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TODAY’S DISCUSSION
•Upsell levers
•Prioritizing initiatives
•Workflow for initiatives
•Operationalizing outreach
•Tracking upsell

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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

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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

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WORKFLOW FOR TRIGGERED UPSELL OPPORTUNITIES
•Upsell opportunities CTAs triggered in Gainsight

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WORKFLOW FOR TRIGGERED UPSELL OPPORTUNITIES
•CSM verifies opportunity and re-assigns to salesperson

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WORKFLOW FOR TRIGGERED UPSELL OPPORTUNITIES
•Salesperson uses Gainsight Opportunity Widget upon email
notification to assess opportunity

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WORKFLOW FOR TRIGGERED UPSELL OPPORTUNITIES
•Salesperson uses additional context to work through playbook for
customer upsell

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OPERATIONALIZING UPSELL OUTREACH
•Sending Copilot outreach for customers in relevant outreach
segments (generally lower touch)
Copilot outreaches

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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

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TRACKING UPSELL ACTIVITY
•To provide visibility to CSM and full team into open upsell
opportunities, scorecard metrics for Expansion activity
Opportunity Scorecard Measures

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TRACKING UPSELL ACTIVITY
•General account information helps provide context for R&E
managers
Renewals & Expansion Dashboard

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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

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TRACKING UPSELL ACTIVITY
•These reports enable identification of internal advocates and
decision makers, as well as opportunities for expansion
Renewals & Expansion Dashboard

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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

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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

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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!

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QUESTIONS?