Summit US Sessions CES_The Cross Sell Conundrum Creating The Environment for Loyalty AND Growth in Customer Engagement

The Cross-Sell Conundrum: Creating The Environment for Loyalty AND Growth in Customer Engagement

Wednesday May 8, 2019 | 2:35 PM - 3:15 PM

Speaker(s):  Amy Bills, Terry Flaherty

Focus: Adopt, Operationalize

Priorities: Revenue Optimization; Customer Lifecycle and Retention

The ability to cross-sell and upsell to a substantial portion of the customer base correlates with high growth in b-to-b. However, many organizations fail to leverage customer loyalty, leaving cross-sell and upsell opportunities on the table due to limited visibility into buying centers and lead management. Customer marketing, demand marketing and account managers can partner successfully to maximize cross-sell and upsell opportunities only if the b-to-b organization is set up to support account growth with the same rigor that supports new-logo demand generation. In this session, we will review the demand map – a visual representation of all the buying units found in an account – and its application to creating growth in existing customer accounts. 

In this session you will learn:

  • The ability to cross-sell and upsell to a substantial portion of the customer base correlates with high growth in b-to-b, as shown in the Command Center™.
  • How customer marketing, demand generation and account managers can partner successfully to create cross-sell opportunities when the b-to-b organization is set up to support account growth with the same rigor that supports new-logo demand generation.
  • How The Demand Map can be used to create growth in existing customer accounts