Unlocking Growth: The Ultimate Guide to Expansion

Expansion is one of the most important metrics in growth.

Once you acquire a customer and get them to pay, the next step is to get them to pay more.

Yet, somehow, a lot of companies get laser-focused on “The Funnel of Doom”:

• Acquire
• Activate
• Monetize
• Watch them churn

It’s a leaky bucket. And if not done correctly, where CPA > LTV, it can be a death spiral. That’s what companies like SmileDirectClub find out. They get stuck on the costly hedonic treadmill of expanding new users.

While the rest of the stock market rallies to new all-time highs, these companies shut down.

They neglected expansion.

I expect expansion to be the most important metric in growth. Teams everywhere will focus on getting more from their existing customers. It’s how to avoid The Funnel of Doom.

To Avoid The Funnel Of Doom:

1. Build a great activation motion
2. Expand user’s use cases so they love you
3. Expand accounts that have the highest potential
4. Grow the revenue of accounts higher with additional products and features

It’s the reverse 4-step funnel of doom.

Check out the Ultimate Guide to Expansion, that covers the following:

1. The Overall Strategy
2. Product Levers
3. Org-Wide Expansion Strategies: Customer success, Marketing, and Sales
4. The Top Mistakes Companies Make