Gartner Research

Tech Go-to-Market Best Practice: Providers Need to Clearly Demonstrate Value to Expand Existing Account Revenue

Published: 14 April 2015

ID: G00271254

Analyst(s): Todd Berkowitz


Expansion, upselling and cross-selling are inexpensive sources of revenue creation, but these strategies fail when providers don't focus on delivering value from existing investments. Business leaders must ensure customer-facing teams show return on investment, early and often in the relationship.

Table Of Contents
  • Key Challenges



  • Nearly Two-Thirds of Existing Customers Will Buy More If They Get Value From Their Initial Investment, but Providers Don't Consistently Show It
    • Recommendation: Establish Formal Processes and Programs to Help Demonstrate Value
  • Customers View Interactions With Existing Providers as Important, but Providers Aren't Delivering
    • Recommendation: Use Training, Content and Tools to Enable All Customer-Facing Employees to Improve the Value of Their Interactions
  • Unrealistic Expectations During the Sales Process Drive a Mismatch Between Value Expected and Value Delivered
    • Recommendation: Including Training as Part of Onboarding and Sales Enablement to Ensure Hunters Don't Overpromise During the Sales Process
  • Customer Success Metrics Often Change, but Providers Don't Always Keep Track of Them
    • Recommendation: Work With Customers on a Regular Basis to Validate KPIs and Adjust as Needed
  • Summary

Gartner Recommended Reading

©2021 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.