C13 · PRACTICE GUIDE
Expansion
Earn the right to explore new outcomes when the customer has a credible need and capacity.
Expansion is justified when a new use case or broader scope can produce worthwhile customer value. It may occur before or after a renewal, and it requires a new outcome hypothesis. Revenue ambition alone is insufficient evidence of customer opportunity.
Put it into practice
Identify a customer priority or unmet need supported by stakeholder evidence. Check whether unresolved delivery risks should take precedence.
Assess readiness, adoption capacity and the expected benefit of the new scope. Define the first use case and its success criteria.
Handoff to the authorized commercial team with customer context and agreed next steps. Begin a new outcome-and-plan cycle.
What good evidence looks like
A qualified opportunity with customer need, sponsor, benefit hypothesis, readiness and ownership.
WATCH FOR
A common failure mode
Treating every active customer as an upsell target or assuming past value guarantees new value.
What to measure
Expansion outcomes and adoption after expansion, alongside net revenue retention.
Practice guidance · Framework v1.0 · Published September 2026. Adapt the method to your business model, customer segment and decision authority.