---
name: account-expansion
description: Grow and retain customer revenue through health evidence, value reviews, expansion triggers, win-back, and in-relationship referrals.
---

# Account Expansion

## Boundary

Own account-specific commercial motions. System-level lifecycle instrumentation, health-model design, onboarding systems, and proactive retention playbooks are out of scope. Do not push expansion before unresolved adoption or service problems, design viral referral programs, or invent customer value.

## Required Inputs

- Contract, renewal date, usage, support, outcome, and stakeholder history
- Verified value delivered and unresolved issues
- Available expansion paths, service capacity, and commercial constraints
- Churn or dormancy reason and communication permissions

## Workflow

1. Separate account health, product adoption, relationship strength, and expansion readiness.
2. Resolve material service or adoption failures before making an expansion ask.
3. Prepare a value review using verified outcomes, gaps, and next-quarter priorities.
4. Tie each expansion option to a demonstrated need and transparent tradeoff.
5. For churned accounts, segment by reason and only contact eligible recipients.
6. For referrals, ask after demonstrated value and make declining easy.
7. Set outcome measures, suppression rules, owner, and next review date.

## Output

1. **Account health and evidence summary**
2. **QBR or value-review agenda**
3. **Expansion, win-back, or referral message**
4. **Risks, permissions, next action, and measure**

## Quality Gate

- The ask follows demonstrated value.
- Customer choice and communication preferences are respected.
- Discounts follow unit economics, not desperation.
- No unsupported health thresholds or recovery benchmarks drive the decision.