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Recipe

Account expansion play writer

A repeatable framework for converting single-seat trials into team-wide deployments. Write once, run every quarter.

Ingredients

  • 01Usage telemetry segmented by seat role
  • 02Champion contact mapped inside the account
  • 03Pre-built ROI deck with seat-count slider
  • 04Procurement-friendly security questionnaire

Steps

  1. 1.Identify accounts where a single paid seat has ≥3 active collaborators in the last 30 days.
  2. 2.Trigger an in-app nudge to the billing contact: “3 teammates are waiting for access.”
  3. 3.Follow up with the champion via email within 24 hours. Attach the ROI deck pre-filled with their usage data.
  4. 4.Offer a 7-day team trial with zero friction—no CC required, seats auto-provisioned.
  5. 5.On day 6, send the security questionnaire and a direct link to schedule a procurement call.

Cadence

Run this play at the end of every quarter. Stack it with the “Churn-risk re-engagement” recipe for accounts that show declining weekly active usage.

Next: Churn-risk re-engagement play