How Do I Identify Expansion Opportunities in Existing Accounts Using HubSpot Sales Hub?
Build an expansion engine: define account signals, score health and intent, trigger playbooks and tasks, and track renewals and whitespace—so sellers prioritize the highest-likelihood revenue.
Create an account signal library and a numeric Company score that combine renewal dates, products owned, usage/engagement, buyer-role coverage, and support risk. Use lists, workflows, and Target Accounts to alert owners, open Expansion/Renewal deals, and launch playbooks or tasks. Track results with Expansion Pipeline, Renewals Due, and Whitespace by Product dashboards so CS and Sales work the best opportunities first.
Expansion System Checklist (HubSpot)
How to Operationalize Expansion in Sales Hub
1) Build Company 360. Confirm properties: Products Owned, ARR/MRR, Renewal Date, Customer Tier, Health/CSAT, Success Owner, Buyer Roles, Engagement/Intent.
2) Create a Signal Library. Examples: renewal in ≤ 90 days; owns A but not B; new champion added; exec opened pricing email; weekly active users ↑ (if integrated); support ticket mentions feature gaps.
3) Score the account. Company Score (0–100): +25 renewal window, +20 product gap fit, +15 active champion, +10 engagement spike; subtract -20 low health, -10 overdue invoice. Flag when score ≥ 40.
4) Trigger plays. Workflows: when score threshold is met, set Target Account, create an Expansion deal in an Expansion/Renewal pipeline, assign tasks to AE/CSM, and launch a playbook with discovery questions and success metrics.
5) Align visibility. Pin dashboards—Expansion Pipeline by Stage, Renewals Due Next 90 Days, Whitespace by Product & Tier, Expansion Win Rate, and Revenue from Existing Customers. Hold a weekly revenue stand-up to review “Top Expansion Candidates” and commit to next steps.
30-Day Expansion Sprint
- Days 1–5: Finalize properties and Signal Library; define score weights.
- Days 6–10: Build company score workflows and threshold flags.
- Days 11–15: Stand up Expansion/Renewal pipeline; create tasks & playbooks.
- Days 16–20: Connect Target Accounts and ABM audiences; QA routing.
- Days 21–30: Launch dashboards and weekly stand-up; tune thresholds by segment.
Optional: pull product usage via Operations Hub or your CS platform to strengthen intent and health components.
Sample Scoring & Reporting Pack
Scoring recipe (editable): Timing 35%, Intent 25%, Product Fit 20%, Health 20%. Start with score ≥ 40 to route; ≥ 60 to open a deal automatically.
Saved views to pin: “Renewals ≤ 90 Days—Score ≥ 40”, “Top Whitespace (Owns A not B)”, “Active Champion—Low Health (Coach First)”.
Dashboard cards: Expansion Pipeline, Renewals by Tier, Whitespace by Product, Activities on Top Targets, Expansion Win Rate, and Revenue from Existing Customers.
Need a turnkey rollout? The Pedowitz Group configures scoring, workflows, pipelines, and dashboards in days. Explore HubSpot managed services or optimize what you have.
Frequently Asked Questions
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