Expansion Revenue: The Opportunity is Right Under Your Nose
By Cal Cavness / Marketing, Sales Enablement, Strategy
Have you ever looked at a revenue goal and thought wow, that’s a little aggressive. Or better yet, have you ever looked at one and thought aggressive isn’t even a word that does this goal justice. When it comes to global organizations on the inevitable path toward growth, revenue is the only way to get there. But when it comes to earning revenue itself, companies tend to box in their thinking. More marketing, more leads, more customers—right? Not so fast. There’s more than one path to revenue, and they might be hiding right under your nose.
Introducing: Expansion Revenue
Expansion revenue refers to the additional revenue a company generates from existing customers through upselling, cross-selling, and customer retention efforts. For companies with aggressive revenue goals, this metric is nothing short of imperative. Why? Because it is generally more cost-effective (and easier) to sell to existing customers than acquiring new ones. A focus on expanding your business with existing customers enables your company to increase customer lifetime value, improve customer loyalty, and drive revenue growth.
Expansion Revenue: Breaking Down the Advantages
We can tell you over and over (and over) again that companies need to look at their existing customer base to drive revenue in a cost-effective way, but why is that the case? Let’s break down some of the advantages:
1. Increased Revenue + Margin
An obvious increase in revenue without incurring the costs associated with acquiring new customers, as it requires less investment in marketing and sales efforts.
2. Improved Customer Retention
By offering additional products and services to existing customers while ensuring the delivery of value, businesses can increase customer satisfaction and loyalty needed to boost retention.
3. Competitive Advantage
Speaking of retention, organizations can differentiate themselves from their competitors by providing a more comprehensive set of products and services to customers.
4. Long-Term Growth
Focusing on expansion revenue can lead to sustainable long-term growth, as businesses can learn from their existing customer base and drive predictable growth over time.
The Pillars That Make an Expansion Revenue Strategy Thrive
Depending on a company’s specific business model and market conditions, the pillars of an expanding selling program may vary. But for the most part, they will focus on a deep understanding of customers’ needs, preferences, and behaviors. This requires companies to have the people, processes, and technologies in place to gather and analyze customer data and feedback, and an ability to use that information to tailor their expanded selling strategies to the specific needs of each customer. Here’s where we like to start:
1. Data-Driven Insights
Successful expansion is only possible with the data and analytics needed to inform and optimize expanded selling strategies. This requires companies to have the tools and processes in place to collect, analyze, and act on customer data and feedback—leveraging that information to identify opportunities for improvement and growth.
2. Sales Enablement
Providing sales teams with the right training, resources, and tools for their expanded selling efforts will dictate success. This includes product/service and industry knowledge, as well as access to customer data and insights, so they can effectively identify and close upsell and cross-sell opportunities.
3. Customer Experience
Providing a seamless and consistent customer experience across all touchpoints is essential. This involves creating a customer-centric culture, where the focus is on understanding and meeting the needs of customers, while also providing the support and guidance internal revenue teams need to make the most of their expanded selling opportunities.
4. Collaboration
Effective collaboration between marketing, sales, and customer success teams drives the health of expansion programs. This involves creating a cross-functional approach that maximizes the value customers receive from their investment in a company’s products and services.
By focusing on these pillars, companies can create a comprehensive and effective expanded selling program that drives revenue growth and customer loyalty. By working together to understand and meet the needs of customers, and providing the support and guidance they need to make the most of their expanded selling opportunities, companies can create a successful and sustainable expanded selling program that delivers results.
Bringing Your Revenue Goals Within Reach
For executives in charge of driving revenue growth for their organization, you no longer have to hide under the conference room table when the “stretch goal slide” hits the screen. Aggressive goals are within reach—as long as you consider the four pillars and map out a thoughtful expansion revenue strategy to complement your traditional sales playbook. At MODintelechy, mapping out thoughtful expansion revenue strategies is what we love to do. Want to learn more? Reach out today, we’d love to walk you through it.