3 steps to horizontal expansion

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Have you ever had to search for your target accounts for enterprise expansion?

Looking for accounts based on signals, engagement, logos, etc.?

Funny enough, the answer is already there, staring right at you.

Your enterprise customers.

When you have enterprise customers, it’s typically with one company under an umbrella of several, sometimes hundreds of sister accounts.

Take for example, Amazon. You’re not going to sign a deal with corporate HQ and magically get all of their accounts as customers.

Instead, your relationship might start with one or a few Amazon accounts that are customers (enterprise size of course). Which means there is still room to expand within Amazon by engaging its other child accounts.

This can be referred to as horizontal expansion, and be a much more efficient way to drive revenue enterprise expansion.

Identifying which enterprise accounts can be done leveraging first party data in your CRM, see below:

The idea here is to use your CRM data to identify who your best enterprise customers are based on:

• Current ARR

• Customer success metrics

• Whitespace opportunities

Once you narrow in, you can further identify the best accounts by looking at those with:

• Closed lost opportunities OR

• Possibly churned customers.

It’s these accounts where you’ll have the most important thing: pre-existing relationships, and identified pain points.

It’s these relationships that can help your SDRs and AEs more easily drive new conversations and qualified pipeline and eventually bookings.

In the Expanding Upmarket with Account-Based GTM Strategy guide, you’ll gain access to this chart, along with how to align your different GTM teams, create a strategy that lasts four quarters, and the key KPIs to use to measure success.

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