Expansion Plays

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

Expansion

Expansion Plays focuses on Expansion Motion encompasses the strategic activities aimed at increasing the value of existing customer accounts by identifying and pursuing opportunities for upselling, cross-selling, and encouraging broader product adoption. It coordinates execution across touchpoints so teams can move users or accounts toward the target outcome. Relevant KPIs include Average Revenue Per Account and Average Revenue Per Expansion Account.

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.
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.
Breadth of Use	Breadth of Use measures the number of distinct features, modules, or product areas used by a single customer or account. It helps assess product adoption depth and customer stickiness.
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.
Expansion Revenue Rate	Expansion Revenue Rate measures the percentage of total revenue that comes from upsells, cross-sells, and account expansions within a given time period. It helps quantify the contribution of customer growth to overall revenue.
Net Revenue Retention	Net Revenue Retention (NRR) measures the percentage of recurring revenue retained from existing customers over a given period, including revenue gained from expansions (upsells, cross-sells) and subtracting revenue lost due to churn or downgrades.
Percent of Accounts with 3+ Activated Users	Percent of Accounts with 3+ Activated Users measures the share of accounts where at least three individual users have completed activation steps. It helps identify depth of adoption and signals potential virality or team-based expansion.
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.
Referred Account Net Revenue Retention (NRR)	Referred Account Net Revenue Retention (NRR) measures the revenue retained and expanded from referred customer accounts over time, factoring in upsell, cross-sell, contraction, and churn. It helps quantify the long-term revenue quality of referrals.