With the cost of customer acquisition generally estimated to run 3X to 25X that of cross-selling, the economics of cross-selling are compelling. Yet many organizations still struggle with cross-selling at scale due to data silos, internal barriers, and lack of alignment between sales and marketing.
Cross-selling at scale requires consistent and disciplined processes for consolidating data and insight, identifying white space and creating and converting demand. With over 25+ years executing best-in-class sales engagement programs, we know the elements to creating a scalable selling engine:
- Creating single view of the customer connecting internal and external data sources that house the most relevant customer intent information.
- Appling human and analytical engines to prioritize certain buyers and recommend content, channels, and cadence.
- Connecting these engines with sales and marketing workflow to answer, “Who do I target? What do I offer? How do I reach them?”
Download the simplified framework and get four imperatives to cross-selling at scale.