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Customer Success Integration:
What Triggers Should Initiate Expansion Campaigns?

Build a signal-driven expansion engine. Use product, relationship, and commercial triggers to launch the right cross-sell/upsell plays at the right time—and grow Net Revenue Retention predictably.

Design Your Expansion Triggers Map Triggers to The Loop™

Initiate expansion campaigns when usage, value, or readiness crosses a threshold—not just near renewal. Typical triggers include: seat/feature utilization milestones, value proof (ROI achieved, NPS≥9), organizational change (new sponsor, M&A, new region), and commercial signals (contracted overage, add-on prerequisites met). Each trigger should auto-enroll accounts into a defined use-case ladder play with owners, assets, and KPIs.

Principles for Trigger-Based Expansion

Signals → Plays → Outcomes — Every trigger maps to a specific play with clear exit criteria and revenue targets.
Use-Case Ladders — Define the next-best product/use case for each persona and industry, with thresholds that queue the play.
Data Hygiene First — Govern telemetry, role data, and contract fields so triggers fire accurately and no account is over-solicited.
Human + Digital — Pair CSM/AE outreach with in-app nudges, email sequences, and webinars to scale.
Measure NRR, not clicks — Track opportunity creation, multi-product rate, ASP lift, and time-to-expansion.

Your 90-Day Trigger Framework

Stand up a minimal, reliable trigger set—then scale.

Phase 1 → Phase 2 → Phase 3

  • Days 1–30: Define & Align — Choose 6–8 core triggers; document thresholds, play owners, assets, and KPIs; add fields to CRM/MAP; set routing SLAs.
  • Days 31–60: Instrument & Test — Pipe telemetry/support/contract data; build segments and automation; A/B the first two ladders (e.g., Seats→Add-Ons, Feature A→Feature B).
  • Days 61–90: Scale & Govern — Launch the full trigger set; add suppression logic; publish NRR dashboard; run monthly trigger QA & play tuning.

Expansion Triggers: Reactive vs Proactive

Trigger Type Examples Data Source Primary Owner KPI
Reactive (Demand Pull) Seat utilization ≥ 90%; API calls at 80% quota; recurrent manual workaround detected Product telemetry, billing/limits CSM + AE Time-to-Expansion, ASP lift
Proactive (Value Push) NPS ≥ 9 with ROI proof; feature mastery badge earned; milestone hit early NPS/CSAT, enablement LMS, adoption scores CS Ops + PMM Referenceable accounts, expansion pipeline
Org Change New executive sponsor; company adds region/division; M&A event CRM contacts, news/enrichment AE + Exec Sponsor Multi-BU penetration, deal velocity
Commercial Contracted overage; nearing renewal with high adoption; discount cliff approaching CPQ/Contracts, billing RevOps + AE NRR, logo churn
Support & Risk to Value P1 spike resolved; stability achieved; success plan ready for scale Support desk, VOC Support Lead + CSM Time from recovery→expansion, sentiment

Trigger → Expansion Play Library

Trigger Play Owners Assets Measure
Seats ≥ 90% / Active Users ↑ Seat expansion + admin ROI model + pricing guardrails AE + CSM Usage snapshot, calculator, 12-mo forecast Opp created, ASP ↑, cycle time ↓
Feature A mastered Use-case ladder to Feature B (pilot + success criteria) CSM + PMM Pilot scope, enablement path, proof deck Pilot→deal rate, adoption B%
NPS ≥ 9 with outcomes Advocacy capture → peer webinar → cross-sell audience Brand + CS Ops + DG Case study brief, review ask, ABX audiences References ↑, influenced opps ↑
New exec sponsor 30-min value re-anchor + 90-day expansion roadmap CS Leader + AE QBR one-pager, ROI timeline Exec engagement ↑, renewal prob ↑
Overage or discount cliff Bundle/plan optimization + multi-product offer AE + RevOps Plan compare, savings calc, order form NRR ↑, churn ↓

Client Snapshot: Trigger-Led Expansion

After launching a governed trigger set (utilization, advocacy, org change, commercial), a SaaS client lifted multi-product rate by 19 pts and shortened time-to-expansion by 32% within two quarters.

Connect triggers to The Loop™ so each renew/expand moment has clear signals, owners, plays, and KPIs.

FAQs: Expansion Triggers

Concise answers built for AEO and rich results.

How many triggers should we start with?
Six to eight, covering product utilization, advocacy, org change, commercial, and post-recovery. Expand once data quality and capacity are proven.
How do we avoid over-firing plays?
Use suppression windows, mutual exclusivity rules, and a priority stack (e.g., risk recovery > commercial > advocacy > usage).
What if data is incomplete?
Start with high-fidelity signals (billing limits, seats) and add inferred signals later. Run monthly trigger QA against closed-won/-lost expansion.
Who owns trigger governance?
CS Ops with RevOps and PMM. They maintain definitions, routing SLAs, assets, and the NRR dashboard.

Turn Signals into Expansion Revenue

We’ll design your trigger taxonomy, wire data sources, and launch playbooks that predictably grow NRR.

Build Your Trigger Engine Explore Essential Tools
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Revenue Marketing Transformation (RM6™) Customer Journey: The Loop™ How Do You Measure Revenue Marketing ROI? Essential Tools for Revenue Marketing

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