Expansion Playbook

What It Is

Retention floors revenue; expansion compounds it. The expansion playbook makes the right wing of the bowtie-model a repeatable motion rather than an accident:
- Triggers — usage thresholds (approaching a seat/usage cap), new-team adoption, a realized-value milestone (the natural "what's next?" moment).
- Motions — seat/tier upsell, cross-sell of complementary products, usage-tier upgrades, QBR-driven expansion conversations.
- Win-back — a parallel motion to recover recently-churned or contracting accounts while the relationship is still warm.

Open From Realized Value

Expansion candidates come straight from the customer-health-score: high-health, high-usage accounts are expansion-ready. The conversation opens from value already delivered — "we helped you achieve X; here's what's next" — not from a quota.

How It Applies to Marketing Factory

The playbook is the net-revenue-retention engine and the most efficient growth the factory has (no acquisition cost). Trigger detection is agent-ownable — watch usage/health signals and surface the play at the right moment — while the expansion conversation stays human. It is bounded by pricing-packaging (the value metric determines how naturally accounts expand: usage/hybrid metrics expand themselves; per-seat caps at headcount) and is the operational counterpart to the bowtie-model's expansion wing.

Referenced from: lifecycle-retention-operations