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expansion-plays skill

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/plugins/customer-marketing/skills/expansion-plays

This skill helps plan expansion motions by identifying accounts ready for cross-sell and designing lifecycle campaigns from adoption to value.

npx playbooks add skill gtmagents/gtm-agents --skill expansion-plays

Review the files below or copy the command above to add this skill to your agents.

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SKILL.md

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---
name: expansion-plays
description: Use when planning adoption-to-expansion motions and cross-sell/upsell
  campaigns.
---

# Expansion Playbooks Skill

## When to Use
- Identifying accounts ready for cross-sell or upsell.
- Designing lifecycle campaigns that move customers from adoption to value realization and expansion.
- Partnering with sales/CS to run QBRs, roadmap reviews, or packaging changes.

## Framework
1. **Signal Stack** – product usage milestone, success plan completion, idle licenses, executive sponsor engagement.
2. **Play Types** – roadmap preview, ROI workshop, packaged add-on offer, multi-product bundle, success story swap.
3. **Offer Crafting** – align incentive (discount, pilot, service credits) with customer value narrative.
4. **Execution Channels** – CS outreach, lifecycle nurture, webinars, executive programs.
5. **Measurement** – expansion pipeline, attach rates, ARR per account, payback.

## Templates
- Expansion readiness checklist.
- QBR/EOQ review deck outline.
- Offer matrix (persona x trigger x CTA).

## Tips
- Keep CS + sales alignment tight on ownership and comp.
- Document experiments (pricing, packaging) and share learning loops with product.
- Pair with `customer-insights` to validate readiness signals before outreach.

---

Overview

This skill helps teams plan and execute adoption-to-expansion motions and targeted cross-sell/upsell campaigns. It packages proven playbooks, signal frameworks, and templates to identify expansion-ready accounts and design offers that drive ARR growth. Use it to align product usage signals, sales, and customer success into measurable expansion programs.

How this skill works

The skill inspects customer signals like product usage milestones, success plan completion, idle licenses, and executive engagement to score expansion readiness. It maps readiness signals to play types (roadmap preview, ROI workshop, bundled offers) and suggests incentive structures and execution channels. It also provides templates for checklists, QBR decks, and offer matrices to accelerate campaign creation and measurement.

When to use it

Detect accounts poised for cross-sell or upsell based on adoption signals.
Design lifecycle campaigns that move customers from adoption to value realization.
Prepare QBRs, roadmap reviews, or packaging changes with sales and CS.
Run experiments on pricing, packaging, or incentive structures.
Measure and optimize expansion pipeline, attach rates, and ARR per account.

Best practices

Build a signal stack combining usage, engagement, and contractual cues for readiness scoring.
Align CS and sales on ownership, outreach cadence, and compensation for expansion motions.
Craft offers that tie incentives (discount, pilot, credits) directly to customer value outcomes.
Document experiments and share learning loops with product and pricing teams.
Use multi-channel execution (CS outreach, nurture emails, webinars, executive programs) for higher conversion.

Example use cases

Run a targeted campaign for accounts with idle licenses and high executive interest to convert into multi-product bundles.
Host ROI workshops for customers who completed onboarding milestones to present premium feature value and offers.
Prepare QBRs using the provided deck outline to surface expansion opportunities and secure executive sponsorship.
A/B test packaged add-on offers with different incentives and measure attach rates and payback.
Coordinate a success story swap between a champion customer and a prospective upsell target to accelerate deal velocity.

FAQ

How do I validate readiness signals before outreach?

Pair this skill with customer insights to confirm usage patterns, renewal timing, and executive engagement before initiating expansion plays.

What metrics should we track for expansion success?

Track expansion pipeline, attach rate, ARR per account, conversion rate from play execution, and payback period.