GTM Science - A show for GTM and RevOps leaders How to Generate More Expansion Pipeline
In this solo episode of The RevOps Corner, host Eddie Reynolds, founder and CEO of Union Square Consulting, shares a recent experience where an AE missed an opportunity to grow him as a customer. Eddie illustrates the mistakes that were made and how you can learn from them to increase your own expansion pipeline.
The process that Eddie highlights is the same one he learned from his time at Salesforce, where he doubled customer spending in the first 12 months.
Emphasizing the importance of fundamentals like ICP, buyer personas, and a strong onboarding process, Eddie discusses identifying healthy customers, segmenting them by industry and role, and drilling down on specific tactics to expand accounts. He underscores the significance of forming a point of view and doing in-depth research to open up expansion opportunities, particularly when approaching various stakeholders such as CFOs and CROs.
00:00 Introduction
00:29 Generating Expansion Opportunities
01:12 Missed Opportunities in Account Management
03:27 Fundamentals of Expansion Pipeline
06:08 Identifying Healthy Customers
07:01 Segmenting Customers for Success
09:19 Research and Forming a Point of View
11:48 Setting Up for Success
13:15 Conclusion and Next Steps
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