Should CSMs Own Cross Selling?

I love Dave Kellog‘s analogy of “dead farmers.” The idea is that you never want a farmer selling against a hunter.

Farmers are typically those sales people who handle expansion sales – CSMs or Account Managers. Hunters are the new business sales folk responsible for bringing in new logos.

So, if your cross sell opportunities involve selling into a new group within an existing customer or against a competitor’s new logo sales executive, consider having an AE handle the opportunity. The CSM should be informed and supportive of the deal.

We have a client who has both upsell and cross sell opportunities within their existing customers. In their case, we decided to give CSMs the responsibility for selling product add-on modules to existing customers. New business reps maintain responsibility for cross selling new products into existing customers. CSMs identify and support cross sell opportunities, and both get credit for a closed cross sell opportunity.

This is one of many points that makes the question of “who owns revenue” more nuanced than one might expect for a B2B SaaS company.

By |2018-10-07T22:15:47-04:00August 13th, 2018|B2B SaaS, Customer Expansion, Customer Success, Operations, Sales|0 Comments

About the Author:

Jay is a former B2B SaaS company executive and Founder of Customer Imperative, a B2B SaaS consulting firm. He is obsessed with customer segmentation, metrics and ensuring that his clients retain their customers and drive upsells to maximize customer lifetime value. Husband to one, dad to three. Loves running, playing guitar, and beach days.

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