Cross-sell/Upsell Expansion Report

What does this dashboard include?

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This dashboard measures marketing influence and performance for upsell and cross-sell account expansion:

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• Total expansion revenue (upsells + cross-sells)
• Quarterly expansion revenue goal pacing
• Expansion revenue compared to total revenue (renewal vs. expansion vs. new logo)
• Expansion revenue by product
• Expansion revenue by company size
• Expansion revenue by type
• Expansion revenue by annual contract value (ACV
• Funnel health for cross-sell and upsell accounts
• Marketing influence of cross-sell and upsell programs
• Product behavior (who owns what products and when)
• Current buyers with high intent for other products
• Current expansion deals in pipeline
  

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What insights can I surface with this dashboard?

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Use this dashboard to surface insights to fuel your expansion strategy:

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• Are we under/over pacing to hit our expansion revenue target?
• Who are my best fit buyers for each product by size, region, ACV?
• How much do they spend with us already?
• Do our upsell/cross-sell programs have any leaks in the sales funnel?
• How much influence does marketing have over upsells/cross-sells?
• In what order do buyers typically buy our products?
• Who has expressed high intent to expand?
• Who is currently in our expansion pipeline?

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Cross-sell/Upsell repot breakdown

How do you measure the performance of your expansion strategy and use those insights to inform your future strategy?

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Let’s find out!

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Expansion at a glance

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What's the current state of expansion revenue this quarter?

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• Total expansion revenue (upsells + cross-sells)
• Quarterly expansion revenue goal pacing
• Expansion revenue compared to total revenue (renewal vs. expansion vs. new logo)
• Expansion revenue by product
• Expansion revenue by company size
• Expansion revenue by type
• Expansion revenue by annual contract value (ACV

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At a glance, this section of the dashboard will tell you how much revenue you’ve driven from expansion this quarter, what percent of total revenue it makes up, whether or not you’re pacing to hit your quarterly target (pacing indicated by yellow half circle with percentages), how much of expansion revenue comes from upsells vs. cross-sells, and which products and segments drive the most expansion revenue.

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Use this report to gut check performance, identify your best fit customers for upsells and cross-sells, and monitor goal pacing.  

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Cross-sell and upsell funnels

Next, how are cross-sell and upsell target accounts moving through the sales process? Where are the metaphorical leaks?

Each report looks at total accounts, meetings, pipeline, won deals, win rate, ACV, ad cost, and revenue.

And since upsell programs and cross-sell programs differ in this example, the cross-sell funnel includes a “QBR” column for quarterly business reviews (the core marketing touchpoint for these campaigns), and the upsell funnel includes a “new seats sold” column because the core upsell “product” is more seats.

At a glance, you can gauge the health of your funnel (and marketing’s ability to fill it with qualified leads) while analyzing performance trends over a trailing 12 month period.

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Marketing influenced expansion

What of the most common questions we get about expansion programs is whether or not we can help a business measure marketing’s influence on upsells and cross-sells.

Good news: we can ;)

Marketing influence is a controversial topic. Some love it. Some hate it.

Here’s how we approach it at HockeyStack: since not every channel, campaign, or piece of content that someone engages with will influence their behavior, to get to the truth of influence, you have to compare people who engaged with marketing (treatment) vs. those who didn’t (control), then measure the difference (influence). Last, you have to apply common sense to the data this produces too.

For example, below we have two reports, one for cross-sells and one for upsells, both of which show qualified lead rate (lead to opportunity rate), pipeline generated, sales cycle duration, annual contract value (ACV), and win rates for people who engaged with a campaign and people who didn’t.

When comparing the two cohorts side by side, you can see that the group of people who engaged with both upsell and cross-sell campaigns, respectively, performed better in all categories.

The difference is the marketing influence.

In HockeyStack, you can choose which campaigns or touchpoints you want to group for analysis. And since we have the list of target accounts, you can easily partition cohorts into marketing touched vs. untouched to estimate marketing influence.

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Expansion behavior

How do buyers of certain products buy other products?

If you know in what order people buy what products, you can use these insights to inform your expansion strategy.

For example, below you can see that 65% of buyers already own two products. Of those 65% of two-product buyers, two thirds of them (66%) bought product A and product B. And 96% of those people bought product A first. That’s pretty compelling evidence to suggest that your expansion strategy should target product A buyers with product B before it targets them with product C.

Bonus: when you hover over a metric and click on “see journeys,” it will take you to the account-level journey of the buyers who sit in this segment. For example, the “See journeys” button below will take you to a segment of all the buyers own product B and product C where you can further analyze them.

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Expansion intent

What existing buyers are currently exploring other products on your website?

Using HockeyStack’s native intent scoring, you can see which product A buyers are investigating product B or C, and so on. Use these insights to arm sales with high-intent expansion targets for outbound.

And last, in the bottom right corner, a list of expansion accounts who are currently in pipeline that you can click on and explore more.

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Build it in HockeyStack

Already a user? Add this template from the template library or ask your CS manager to help you build it. For everyone else, learn more about how HockeyStack helps marketing and sales surface and action insights like the ones in this template by exploring the interactive demo or booking a virtual demo.

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