How Do You Measure Marketing’s Contribution to Expansion Revenue?
Treat expansion as a team sport. Use RM6™ to align KPIs, SLAs, governance, and one scorecard so marketing’s influence on upsell, cross-sell, and renewals is provable.
Measure marketing’s contribution to expansion revenue by aligning on shared KPIs (NRR, CLV, pipeline, win rate), enforcing SLAs between Marketing, Sales, and CS, and reporting to a single scorecard. Governance via a revenue council ensures accountability and decisions against one source of truth.
Expansion Measurement Checklist
From Activities to Outcomes with RM6™
The Revenue Marketing Index shows only 16% of organizations operate at full maturity—those with shared KPIs, SLAs, and revenue governance outperform peers by acting on a single scorecard.
Expansion Measurement Playbook (Practical Flow)
- Align on outcomes: Set NRR/CLV targets; define pipeline, velocity, and win-rate goals.
- Operationalize SLAs: Document handoffs and response standards for expansion opportunities.
- Instrument attribution: Use multi-touch models to connect programs to expansion deals and renewals.
- Publish one scorecard: Role-based dashboards with strict definitions and hygiene policies.
- Govern & improve: A revenue council reviews results and enforces decisions weekly/monthly.
Frequently Asked Questions
Prove Marketing’s Expansion Impact
Use RM6™, SLAs, attribution, and one scorecard to quantify how marketing drives upsell, cross-sell, and renewals—then fund what works.
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