Account¶
Account Expansion Planning¶
"Account growth strategy is a collaborative process involving sales, customer success, and product teams working together to identify and pursue opportunities that increase value within existing customer accounts. This approach centers on analyzing customer usage data, engagement trends, and business objectives to uncover potential for upselling, cross-selling, or expanding product adoption. Key steps include setting clear expansion goals, mapping relevant stakeholders, aligning solutions with evolving customer needs, and utilizing a mix of personal and automated touchpoints. The ultimate aim is to drive sustainable revenue growth while strengthening long-term customer relationships."
Related KPIs
| Metric | Description |
|---|---|
| Expansion Revenue Growth Rate | Expansion Revenue Growth Rate measures the rate at which revenue from existing customers grows over a given period due to upselling, cross-selling, or increased usage. It reflects the success of efforts to expand the value of current customer relationships. |
Account Health Monitoring¶
Customer Success Health Analysis involves the ongoing evaluation and monitoring of customer accounts by tracking key metrics such as product adoption, usage frequency, engagement levels, renewal likelihood, and satisfaction scores. This process enables organizations to proactively identify at-risk accounts, uncover opportunities for expansion, and tailor outreach strategies accordingly. By utilizing data-driven insights and fostering cross-functional collaboration, companies can optimize the customer journey, improve retention rates, and maximize customer lifetime value.
Related KPIs
| Metric | Description |
|---|---|
| QBR Engagement Rate | QBR Engagement Rate measures the percentage of eligible accounts that attend, complete, or meaningfully participate in Quarterly Business Reviews (QBRs). It helps track strategic relationship strength and post-sale alignment. |
Account Management¶
Customer Success & Growth Management involves strategically nurturing and expanding relationships with existing customers throughout their lifecycle. This process includes proactive engagement, delivering continuous value, ensuring effective product adoption, and identifying opportunities for upselling, cross-selling, and renewals. The primary goal is to maximize customer satisfaction and lifetime value by aligning solutions with evolving customer needs. Leveraging data-driven insights and fostering collaboration across sales, product, and support teams are essential to delivering a seamless and impactful customer experience.
Related KPIs
| Metric | Description |
|---|---|
| Average Revenue Per Expansion Account | Average Revenue Per Expansion Account measures the average revenue generated from accounts that have expanded—via upgrades, add-ons, or usage increases—over a defined period. It helps assess expansion efficiency and account growth potential. |
Account Mapping¶
Account Intelligence Gathering is the systematic process of collecting, analyzing, and organizing detailed information about target accounts to support go-to-market strategies. This approach enables teams to develop a comprehensive understanding of key accounts, covering areas such as organizational structure, decision-makers, existing technologies, business objectives, pain points, and buying signals.
By leveraging data from a variety of sources—including CRM systems, firmographic databases, product usage analytics, and social media—organizations can prioritize target accounts, personalize outreach efforts, and ensure alignment across sales, marketing, and customer success teams. This activity forms the foundation of effective account-based strategies and is essential for identifying expansion opportunities, reducing churn, and maximizing customer lifetime value.
Related KPIs
| Metric | Description |
|---|---|
| Cross-Sell Conversion Rate | Cross-Sell Conversion Rate measures the percentage of existing customers who purchase additional, complementary products or services, typically during or after the initial sale. It reflects the effectiveness of cross-selling efforts aimed at increasing revenue from existing customers. |
| Referral-Driven Expansion Revenue | Referral-Driven Expansion Revenue measures the amount of expansion revenue (upsells, cross-sells, or seat growth) that originates from referred customers or accounts. It helps track the long-term revenue impact of referral-acquired users. |
Account Maturity Assessment¶
"Customer Readiness Evaluation systematically assesses a target account's preparedness and potential to adopt, expand, or deepen engagement with a company's products or solutions. This process involves analyzing factors such as the account's current technology stack, user adoption metrics, organizational alignment, purchasing behavior, and strategic fit.
The evaluation identifies the account's stage in the customer journey, uncovers growth opportunities, and informs the development of tailored engagement strategies. Both quantitative data (including product usage and engagement scores) and qualitative insights (such as stakeholder feedback and business objectives) are leveraged to guide prioritization, resource allocation, and the design of targeted enablement or expansion initiatives.
By conducting a Customer Readiness Evaluation, teams can focus their efforts on accounts with the highest likelihood of value realization, retention, and growth."
Related KPIs
| Metric | Description |
|---|---|
| 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. |
Account Monitoring¶
Account health tracking involves systematically monitoring key signals and metrics related to customer accounts, including product usage, engagement levels, support interactions, renewals, expansion opportunities, and risk indicators. By analyzing these data points, revenue teams can proactively identify growth potential, prevent churn, and customize customer engagement strategies based on real-time account insights. This process fosters alignment across sales, customer success, and product teams, supporting data-driven decision making and enabling personalized customer experiences throughout the account lifecycle.
Related KPIs
| Metric | Description |
|---|---|
| Customer Health Score | Customer Health Score (CHS) is a composite metric used to evaluate the likelihood of a customer renewing, upselling, or churning. It typically combines multiple data points related to product usage, satisfaction, engagement, and support interactions into a single, actionable score. |
Account Planning¶
Strategic Account Development is a dynamic, ongoing process centered on analyzing, segmenting, and nurturing key customer accounts to maximize mutual value. It focuses on aligning cross-functional teams to identify customer needs, map relevant stakeholders, uncover expansion opportunities, and implement tailored engagement strategies. By leveraging data-driven insights and collaborative planning, organizations can prioritize high-potential accounts, personalize outreach, and deliver consistent value throughout the customer lifecycle. This proactive approach deepens relationships, increases retention, and accelerates growth by anticipating and responding to evolving customer requirements.
Related KPIs
| Metric | Description |
|---|---|
| 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. |
Account Prioritization¶
Systematically evaluates and classifies accounts by analyzing factors such as potential value, engagement signals, product usage data, and alignment with the ideal customer profile (ICP). Both quantitative and qualitative criteria—including firmographics, technographics, behavioral data, and buying intent—are used to assign scores and segment accounts into priority tiers. This approach enables revenue teams to allocate resources more effectively, tailor engagement strategies, and maximize the impact of sales and marketing efforts throughout the customer lifecycle.
Related KPIs
| Metric | Description |
|---|---|
| Expansion Readiness Index | Expansion Readiness Index is a composite score that measures how ready an account is for an upsell or cross-sell based on behavioral, product usage, and customer fit data. It helps prioritize expansion outreach. |
| Expansion Revenue Potential (Forecasted) | Expansion Revenue Potential (Forecasted) estimates the total revenue that could be unlocked from your existing customer base via upsell, cross-sell, or usage-based growth. It helps quantify upside within the base. |
| Intent Signal Volume (3rd-party) | Intent Signal Volume (3rd-party) measures the number of buying intent signals collected from external sources (e.g., Bombora, G2, media partners) over a defined time period. It helps quantify market interest beyond owned channels. |
Account Segmentation¶
Account prioritization is a strategic process that involves systematically evaluating and ranking accounts using predefined criteria such as revenue potential, product fit, engagement behavior, and likelihood to convert or expand. This approach leverages data-driven insights to segment accounts beyond basic firmographics, incorporating factors like usage patterns, buying signals, and customer journey stage. By identifying high-value opportunities, go-to-market teams can allocate resources more efficiently, personalize outreach, and align sales and marketing efforts to drive greater pipeline velocity and maximize customer lifetime value.
Related KPIs
| Metric | Description |
|---|---|
| Average Revenue Per Account | Average Revenue Per User (ARPU) measures the average monthly or yearly revenue generated from each customer account, typically used in subscription-based businesses. |
Account Tiering¶
"Account segmentation is a strategic process that involves categorizing prospective and existing customer accounts according to criteria such as potential revenue, engagement level, industry, product adoption, or strategic fit. This approach enables organizations to allocate resources efficiently, personalize outreach, and prioritize high-value opportunities. By segmenting accounts, teams can design differentiated engagement strategies, optimize sales and marketing efforts, and align product experiences and support with the unique needs of each segment. Ultimately, account segmentation drives growth, improves operational efficiency, and enhances customer success across diverse organizational strategies."
Related KPIs
| Metric | Description |
|---|---|
| Monthly ARPA | Monthly Average Revenue Per Account (ARPA) measures the average revenue generated per account (or customer) in a given month. It reflects how much value each account contributes on a monthly basis, providing insights into revenue trends and customer monetization. |