"We assume that the best time to expand is at renewal. But are customers only able to take on a next product in 12-month increments? Are they only motivated once a year? No. The timing of expansion comes down to one question: is the customer in a position to get business value from adding the next product? If so, you can show them why they should add it. Focus on increasing customer results, not on landing renewals, and both your renewal and expansion conversations get easier."
The thesis that expansion timing should be determined by whether the customer is ready to get business value from the next product, not by where they are in their renewal cycle.
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Jeff Moss
Founder, Expansion Playbooks. A decade studying customer retention and expansion data from 75+ recurring revenue businesses.