Published: 14 March 2024
Service providers prioritize opportunities to generate revenue from existing clients, but their marketing teams often fail to seize them due to lack of access to customer intelligence. Product marketers should analyze service-purchasing patterns to inform strategies aimed at delivering growth.
The 2023 Gartner Tech Marketer Role Survey revealed that 41% of the participating service providers evaluate marketers based on their contribution to customer growth through upsell or cross-sell initiatives. However, targeting current customers for growth can be challenging for offering marketers, due to their limited access to customer insights, which are primarily “owned” by sales and account management teams.
Many offering marketers tell Gartner that a lack of collaboration with the sales organization results in customer cross-sell and upsell campaigns that fail to yield desired results.
To identify and capitalize on opportunities for customer expansion, offering marketers should:
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