Expansion Campaigns

Domain: ExpansionMotion: CampaignOwner: Customer SuccessOwner: Sales ManagerEntity: AccountStage: Expansion

Expansion

Expansion Campaigns involves strategic initiatives and coordinated actions designed to increase the value of existing customers through cross-selling, upselling, or introducing new product features and services. It coordinates execution across touchpoints so teams can move users or accounts toward the target outcome. Relevant KPIs include Activation-to-Expansion Rate and Expansion Activation Rate.

Related KPIs

Metric	Description
Activation-to-Expansion Rate	Activation-to-Expansion Rate measures the percentage of activated accounts that go on to expand—typically by adding users, upgrading plans, or increasing usage. It helps assess whether activation is leading to monetization and account growth.
Expansion Activation Rate	Expansion Activation Rate measures the percentage of existing accounts that adopt a new product, feature, or service that can lead to upsell or cross-sell. It helps track momentum in expansion readiness and usage.
Percent of Accounts with Multi-Role Engagement	Percent of Accounts with Multi-Role Engagement measures the share of accounts where users from two or more distinct roles are actively using the product. It helps identify cross-functional adoption and account maturity.
Relationship Depth Score	Relationship Depth Score measures the strength and breadth of engagement between your team and customer stakeholders across roles, levels, and functions. It helps assess account health, expansion potential, and advocacy readiness.
Upsell Conversion Rates	Upsell Conversion Rate measures the percentage of existing customers who upgrade to a higher-tier product, add-on, or premium feature after being offered an upsell. It reflects the success of efforts to increase the average transaction value through existing customer relationships.