#9-lifecycle-expansion
Thread
Happy Monday!
I’d love to hear from folks that have customer expansion and advocacy under different teams.
My role is primary advocacy but this year we want to support and partner more with the go to buyer/upsell/cross-sell marketing and account teams.
I’d love to hear some examples of successful cross-collab between these groups and how advocacy can best support expansion.
I currently have both teams under my charter and both have different OKRs and goals, all within the realm of revenue generation or influence. There's partnership across upsell programs that require customer proof points, stories, and even references. Very few large scale projects where there's overlap but in campaigns, plays, upsell motions, all things advocacy are needed.
That's great that both areas are under you. Currently, the upsell/cross sell team is under DG and customer advocacy/customer content is under portfolio marketing along side product marketing. The two customer marketing teams meet monthly, but I'm only 3 months into the role and from my perspective it seems our 2 teams work in silos and just meet to know what each other are doing but not actually doing any projects together.. which is a huge gap from my perspective! This is helpful... sounds like I may need to go up a level to get alignment. Great info! and works great being new, i can set up an intro with the vp of DG and go from there! Thanks, @Mason Sokana!
yeah, thats typically how these departments are run. A good start would be to find all the upsell programs for 2026 that are being planned, whats the product, message, etc. Then figure out what proof points you can provide from a customer perspective to drive those home in the campaigns - videos/stories of customer using the proposed upsell product, references, etc. That could be a quick win