Motion 03 — Expand
Grow the accounts you have already earned.
Expand is the motion for customers with unrealised value. New divisions, new use cases, new markets and stakeholders who have never heard your story. We make the next stage of the relationship visible to the people who can approve it.
Purpose
What this solution is for
Use Expand when your installed base carries more potential than your new-business list, and when growth depends on reaching beyond the team that bought originally.
- Customers using one product, one team or one market
- Cross-sell and upsell potential that account managers cannot cover alone
- Group structures where one entity buys and others do not
- Adoption gaps that limit the case for further investment
The challenge
What usually goes wrong.
Existing customers are treated as served rather than as a market. The relationship sits with a few people, and the rest of the organisation never learns what else is possible.
Growth depends entirely on account-manager capacity
New stakeholders arrive with no exposure to your value
Value already delivered is invisible outside the original team
Cross-sell is pitched, not prepared
Our approach
How GTM House runs this motion.
One managed operation, from commercial objective to account-level action.
- 01
Account selection
We segment the customer base by realised value, remaining potential, entity, market and product gap, and prioritise where expansion is commercially real.
- 02
Buying-group understanding
We map the stakeholders outside the current relationship: adjacent teams, other entities, and the executives who own the wider budget.
- 03
Messaging and content
New use cases, adoption support, value realisation and executive framing — written for people who do not yet know what the current team knows.
- 04
Activation
Activation is scoped per expansion play and coordinated with the account team so marketing and sales arrive with the same message.
- 05
Account-level analysis
Reporting shows which entities and functions engaged, where interest is emerging and which customers are ready for a wider conversation.
- 06
Recommended next actions
We hand account teams a specific next step per customer: the use case to introduce, the stakeholder to involve, the moment to raise it.
What we activate
Accounts, buying groups, content, channels.
Target accounts
Existing customers by potential, entity and product gap
Buying groups
Adjacent teams, new entities, executive sponsors, operational owners
Content
New use cases, adoption, value realisation, executive alignment
Channels
Account-targeted media, customer destinations, account-team enablement
What success looks like
Measured on accounts, not on leads.
Success in Expand is measured in relationship depth and revenue per account.
More stakeholders and entities engaged per customer
More qualified expansion conversations initiated by the customer
Higher adoption of what is already bought
Growing revenue and strategic value in named customer accounts
The other motions
Win new. Win now. Grow more. Keep more.
Motion 02
Accelerate
Influence live opportunities and the whole buying group behind them.