Retain
Building Block 12: Upsell/Cross Sell Strategy
Challenge
One of the last stages in the customer lifecycle is the upsell/cross sell. It is also the final building block for SaaS go-to-market success. You cannot successfully up/cross sell without going through each of the previous building blocks.
Strategy Tip
To be most effective, use the “land, engage, expand” approach to selling cloud services, including up/cross sales:
![Establish Anchor Applications]()
Land
Establish your company and products with one or two anchor applications
![Deliver Value Establish Trust]()
Engage
Provide onboarding, support, and customer lifecycle management to establish trust and start delivering value
![Increase Customer Stickiness]()
Expand
Identity adjacent use of cases of specialized services to increase customer stickiness
Building a Foundation to Succeed
Value delivery is the key that unlocks the right to up/cross sell, and if you haven’t earned that, it makes little sense to try to upsell or cross sell earlier in the go-to-market journey.
Companies that do follow and implement the SaaS go-to-market framework are in an excellent position to increase sales and revenue through upselling and cross selling. They have taken the time to build a trusted relationship with customers, one that will drive higher customer lifetime value.
