Customer Success Integration:
How Do I Coordinate New Logo and Expansion Efforts?
Run one unified ABX engine for acquisition and growth. Align ICP, data, and plays across Demand Gen, Sales, and CS so you land the right logos and expand existing ones—without channel conflict or customer fatigue.
Coordinate new logo and expansion by sharing the same account model (ICP fit, buying committee, intent tiers), governing audiences & suppression at the account/contact level, and routing signals to the right motion (acquire vs. expand) with clear owners and SLAs. Use one pipeline view across Net New and Customer to plan coverage, avoid collisions, and optimize NRR + logo growth together.
Principles for Coordinated Acquisition & Expansion
Your 90-Day Coordination Plan
Stand up shared definitions, build governed audiences, and orchestrate conflict-free plays.
Phase 1 → Phase 2 → Phase 3
- Days 1–30: Align & Model — Publish unified ICP and buying committee; define greenfield vs whitespace; agree routing (intent vs usage); set suppression flags (risk, in-flight deal, renewal window).
- Days 31–60: Segment & Orchestrate — Build audiences (new logo intent tiers; customer advocacy/adoption tiers); launch paired plays: Land with Proof (references) and Expand with Value (ROI snapshots).
- Days 61–90: Govern & Scale — Roll out a shared pipeline/NRR dashboard; add collision detection; institute a weekly GTM council for capacity, coverage, and content gaps.
Siloed Motions vs. Unified ABX Engine
| Dimension | Siloed Motions | Unified ABX Engine | Primary KPI |
|---|---|---|---|
| Audience | Separate lists; overlap and fatigue | Central segments with mutual exclusions | Reach efficiency |
| Signals | Manual, inconsistent | Intent → Land; Usage/Value → Expand | Win rate / TTE |
| Orchestration | AE-only outbound or CSM-only plays | AE + CSM + Exec + PMM, coordinated | Multi-thread rate |
| Planning | Two pipelines, conflicting calendar | One plan across Net New & Customer | Coverage & velocity |
| Measurement | Clicks & MQLs vs CS health | Logo growth + NRR in one scorecard | NRR, LTV/CAC |
Coordination Play Library (Moment → Orchestration)
| Moment | Coordinated Play | Owners | Key Assets | Measure |
|---|---|---|---|---|
| Third-party intent surge (new logo) | AE outbound + CS-provided advocate reference within same industry | AE + CSM + PMM | Reference roster, ROI one-pager, talk track | Meetings set, Stage 2→3 rate |
| Customer ROI achieved | Publish outcome snapshot → ABX audience for lookalike logos + expansion offer to peers/BUs | CS Ops + Demand Gen | Outcome card, advocacy CTA, use-case ladder | New opps from references, multi-product rate |
| New executive sponsor in customer | Exec briefing (renewal/expansion) + intro to adjacent division (new logo) | CS Leader + AE | QBR deck, 90-day plan, org map | Exec engagement, sourced opps |
| Usage nearing limit | Expansion bundle with guardrails + case study to industry prospects | AE + CSM + RevOps | Savings calc, plan compare, proof deck | ASP lift, influenced new-logo pipeline |
| Risk recovery in customer | Suppress prospecting to sister accounts; run stability sprint before reactivating ABX | CS Ops + DG | Suppression flags, incident comms kit | Save rate, fatigue reduction |
Client Snapshot: One Engine for Land + Expand
After unifying ICP, audiences, and a single ABX calendar, a SaaS company increased logo win rate by 18% and lifted NRR by 7 pts in two quarters—while reducing list fatigue by 32% via governed suppressions.
Map both motions to The Loop™ so every land/expand moment has clear signals, owners, plays, and KPIs.
FAQs: Coordinating New Logo & Expansion
Concise answers designed for AEO and rich results.
Build a Single ABX Engine
We’ll unify your ICP, audiences, and plays—so your team lands the right logos and expands existing ones without conflict.
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