The Science Of Cross-Sell And Upsell This figure shows the steps in successfully implementing a cross-sell and upsell strategy, from alignment through execution to measurement. This graphic has an associated spreadsheet that includes all the information presented. Please access the spreadsheet for details. Figure 1 Step One: Alignment Significant opportunity is being missed due to a lack of alignment around cross-selling and upselling.

Opportunity or lead routing for cross-sell programs is likely to differ from new demand creation, because sales may want to get involved at an earlier stage and the definition of qualification may include different signals or criteria. Marketing and sales must define a service-level agreement for when cross-selling leads will be sent to sales and the criteria for qualifying these leads. The cross-selling opportunity type impacts this agreement.

This report describes how organizations can plan and manage all revenue opportunities, including acquisition, retention, upsell, and cross-sell, using the B2B Revenue Waterfall.

revenue from community link, if offered Upsell and cross-sell revenue correlated with community activity Revenue from monetized offerings via community (paid events, paid certifications) Savings attributed to support case deflection Registrations for events, training, or certification (paid or unpaid) driven through community Output Opportunities from paid activities Upsell and cross-sell opportunities direct from community link, if offered Upsell and cross-sell opportunities correlated with community

Cross-sell. The purpose of this program play is to get at least one buying group member to activate a cross-sell opportunity in a new buying center within a current customer account. Validate Programs Capture, Confirm, And Engage All Buying Group Members The validate demand program objective aligns to the engaged, prioritized, and qualified stages of the B2B Revenue Waterfall.

Likelihood to stay with the brand and cross-sell are lower when respondents didn’t achieve their goals: For those resolving an issue and who achieved their goal, 73% said they were likely to stay with the brand and 49% said they’d buy additional products from it, compared to only 43% and 30%, respectively, for those who hadn’t achieved their goal.

Subscription and asset management manages customer subscriptions and assets throughout the lifecycle to enable accurate renewals, upselling, down‑selling, cross‑selling, churn, and changes in pricing or termination dates. Rebate management manages and applies rebates to channel partners based on promotions, royalties, fees, and pricing agreements to simplify incentive management and reward accuracy.

Cross-sell, upsell, and renewal revenue. The majority of B2B partner demand programs target only net-new buyers, rather than partners’ customers. This ignores partners’ existing, loyal customer base, and represents a tremendous lost opportunity through partners. Co-selling frameworks and joint go-to-market motions strengthen collaboration and unlock new opportunities. Enablement for renewals, upsell, and cross-sell ensures partners maximize customer lifetime value and deepen relationships.

At the APAC level, 39% cite digital advertising as among the most effective delivery mechanisms for driving postsales engagement across cross-sell, upsell, retention, and advocacy. This graphic has an associated spreadsheet that includes all data presented. Please access the spreadsheet for details.

MAPs are evolving their data structures, empowering users to employ not only lead-level insights but also data within other key objects to enable better segmentation and audience building, refine new-logo acquisition and how companies assess and surface opportunities within existing accounts, encourage cross-sell and upsell situations, and embrace LRM principles. Embedding data management capabilities to empower the data-driven marketer.