Best Practice Report

Marketing’s Role In Cross-Selling And Upselling

Expansion Of The Customer Base Requires Rigor Across The B2B Marketing Organization

October 12th, 2022
Amy Bills, VP, Principal Analyst
Amy Bills VP, Principal Analyst
With contributors:
Steven Casey , Kathy Contreras , Barbara Winters , Nicky Briggs , Nora Conklin , Brett Kahnke , Lisa Nakano , Robert Peterson , Lori Wizdo , Alesia Garrett

Summary

Although net-new account growth is a primary strategy for emerging and maturing B2B companies, successful companies reach the point at which they must devote equal or greater attention to keeping and growing existing accounts more effectively than their less successful peers. Rather than leaving account managers and partners to expand the existing customer base on their own, B2B marketers must apply go-to-market competencies to support growth through cross-selling and upselling with the same rigor they apply to new-business strategies. In this report, we define cross-selling and upselling and the role marketing should play in these activities.

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