Turn satisfied customers into multi-product champions. The Expansion Play packages a new, adjacent outcome - with proof, steps, and risk controls - so champions can say “yes” without friction.
Who it’s for
Customer Success & Account Management
Product Marketing / Solutions
Existing customers ready for their next win
Why it matters
Story-led upsell beats SKU-led upsell. Show the next outcome, not just the next SKU - and expansion feels like progress, not procurement.
How it works (TOF → MOF → BOF)
TOF (Inspire with peer proof):
Short customer clips that demonstrate the adjacent use case (challenge → result, numbers on screen). Share via email/in-app/Slack. Each links to the Expansion Page.
MOF (On-Site Expansion Page):
A Replay page that includes:
Chapters: Before/After → 3 Steps to Launch → Risks & Mitigations → Results Timeline
Artifacts: Starter template, checklist, sample data, ROI snapshot
Transcript + searchable timeline for stakeholders
Role tabs (optional): Exec view (outcomes) · Admin view (setup) · User view (workflow)
BOF (Commitment with safety):
Primary CTAs: “Pilot this use case” (30-day plan) · “See it on your data” (guided demo).
Secondary: “Invite teammates” · “Download the rollout plan.”
KPIs: Expansion opportunities created · Pilot starts · NRR · Time-to-pilot decision
Automation: Two+ visits in 14 days → open expansion task for CSM/AE; clicked Pilot → auto-create plan + assign owner; no activity for 7 days → resend 40-sec results clip + checklist.
Sell the outcome; SKUs follow.