How a global retail technology company drove expansion and upsell into its base where the easiest revenue was hiding.
A company focused entirely on new logos turned its existing customers into its fastest-growing revenue line, with a motion built to expand accounts on purpose.
Chasing new logos while the base went under-sold.
A global retail technology company poured its sales energy into winning new customers while the largest, most overlooked opportunity sat inside accounts it had already won. Existing customers were using a fraction of what the company offered, new business units went unaware that the company could serve them, and renewals happened without anyone ever asking for more. Account managers were stretched thin on support and had neither the time nor a repeatable method to drive expansion. The company was paying full acquisition cost to grow when a warmer, cheaper path was sitting in its own customer list. There was no structured motion to reach the right contacts in an existing account with the right next offer at the right time.
What Outword ran
A structured expansion motion that grew accounts deliberately instead of leaving it to chance.
Mapped the white space
We analyzed the base for unused products, untouched business units, and adjacent teams, so every account had a clear, specific expansion path identified.
Found the new buyers inside
We identified the contacts in each account who owned the next opportunity, often people the current relationship had never reached, and built the case for each.
Led with relevant value
We designed messaging around what the customer was already succeeding with and the logical next step, so outreach felt like partnership rather than a pitch.
Ran a coordinated cadence
We reached expansion buyers across email, phone, and LinkedIn in step with account managers, so the motion complemented the relationship instead of cutting across it.
Measured net revenue retention
We tracked expansion pipeline and upsell against the cost of net-new acquisition, proving the base was the more efficient growth engine.
What changed
3x
Expansion pipeline from the base
5x
Cheaper than net-new acquisition
+ NRR
Net revenue retention lifted
Illustrative figures shown to convey the shape of the result, not audited metrics from a named client.
Proof
A global retail technology company turned its existing base into its most efficient source of growth.
The company spent full acquisition cost chasing new logos while its customers sat under-sold and account managers had no method to expand them. We mapped the white space in the base, found the new buyers inside each account, and ran a coordinated motion that drove expansion alongside the existing relationship. Expansion pipeline grew several times over at a fraction of the cost of net-new, and net revenue retention rose.
A global retail technology company. Anonymized.
We were spending to win strangers while our own customers were ready to buy more. The base turned out to be our best pipeline.VP of Sales, retail technology
3x
Expansion pipeline from the base
5x
Cheaper than net-new acquisition
Illustrative. Real metrics and named references are added with client approval.
How we built it
Questions, answered
Because it is your warmest, cheapest pipeline. Existing accounts trust you and are usually under-sold, yet expansion rarely happens without a deliberate motion. A structured approach reaches the right buyer inside the account with the right next offer, which renewals alone never do.
Grow the revenue hiding in your base.
Book a call and we will show you the expansion pipeline that could be sitting inside your existing accounts.