Gartner Research

Tech Go-to-Market: Expand Existing Account Revenue by Clearly Demonstrating Value From Existing Purchases

Published: 01 November 2016

ID: G00317861

Analyst(s): Todd Berkowitz

Summary

Expansion, upselling and cross-selling are inexpensive sources of revenue creation, but only if customers recognize the value from their existing investments. Technology business unit leaders must make sure customer-facing teams ensure return on investment early and often in the relationship.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • 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 Need Ongoing Engagement From Technology Providers to Maintain Trust and Perceive Value
    • 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: Include Training as Part of Sales Onboarding and 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

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