3 scenarios for cross-sells

When it's time to start generating more customer revenue

Tyler Pleiss
February 09, 2025

In partnership with

New products bring a shot of life.

It’s exciting for the company, the market, LinkedIn announcements.

It’s a great opportunity to drive more revenue for the company.

Increases your shot a generating a new round of funding, closes the gap to profitability or in some cases if you’re lucky, inch a hair closer to IPO.

But the process of actually generating revenue from these new products isn’t easy. I’ve been there, done that. Because the focus was on net new business.

While yes, you can get some wins within that arena, those are harder to come by.

In reality, your customers are going to be the best chance for revenue.

Below are three scenarios where this would make sense.

Scenario one

So whose company recently released an AI product?

Don’t be shy, go ahead and raise your hand.

This is the most common scenario that most of us.

There’s a lot of noise around AI and a ton of pressure to drive revenue.

Net new prospects may not be as apt to spend big on newly released AI products.

But customers who’ve been with you for the long haul? Have committed to your products every year? Now you’re talking…

Scenario two

M&A’s while maybe not as frequent as they have been in the past, are still happening. The goal here is to drive new growth by acquisition.

Similar to scenario one, your company now has a new product offering, and needs to drive revenue quick to justify the acquisition.

The c-suite believes it’s the missing link to unlock more potential for customers, and is putting pressure on your GTM leaders to drive results.

Where do you focus your time now? Your customers. Those have adopted multiple products over the course of their lifetime.

Scenario three

You’ve got a product that’s great, it really is. But for some reason it’s not growing at the rate at which you need it to.

It’s a lingering topic for your c-suite and GTM leaders. Constantly being brought up on all-hands calls and town halls.

How do we increase adoption of product [x]? I know we’ve all been there.

Think about your customers who are ready for the next step in their journey. They’re crushing it with your core product, and by adding this second one it could unlock more growth for them and you.

Conclusion

For most of us within each scenario the immediate focus typically goes to driving product adoption via net new business.

Sure, you might get a few wins, but the problem is that it’s going to require more effort and more money. You’re going to spend a TON of time trying to win a couple of bucks.

The mindset shift has to be thinking about your customers. Not just any customer, but the ones that are your raging fans, who will shout your graces from the mountain tops.

They’re more likely to have a meeting, see a demo and have intentional conversations around your new or existing product because of the relationship you’ve already built.

Which is why I’m excited to announce that I’ve put this into action with my new guide, Identifying Cross-Sell Opportunities with an Account-Based GTM Strategy.

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Identifying Cross-Sell Opportunities: This new guide will walk you through the best steps for how to identify cross-sell opportunities, align with specific GTM teams, outline a plan and how to execute for revenue growth.
An early update as we launch our 2025 strategies at Movable Ink: We’re gearing up here at Movable Ink to launch our Q1 account-based GTM strategies. These span across several GTM teams and goals and I can’t wait to give you an early update on how we’re progressing.
Free consulting calls: Want to chat? No problem! You’ll get access to schedule a free call with me to talk shop.

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