Cross-sell/upsell opportunity matrix

This framework helps businesses identify revenue growth opportunities by mapping products against customer types. It distinguishes four quadrants: cross-selling new products to existing customers, upselling existing products to existing customers, and two forms of pure sales targeting new customers with either new or existing products.

The opportunity matrix (slides 2 & 4) plots customer segments against solutions, colour-coding each intersection by potential (high, moderate, or low) based on how well each customer matches the ideal profile. This gives sales teams a visual priority map, showing where to focus effort rather than pursuing every combination equally.

The upsell journey map (slides 3 & 5) adds a time dimension, identifying five trigger moments (user onboarding completion, usage limit maximisation, key metric improvement, positive NPS score, and quarterly business reviews) and for each moment maps the customer's description, needs, the upsell opportunity available, and the likely barriers to overcome.

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Cross-sell/upsell opportunity matrix

Cross-sell/upsell opportunity matrix 1 Cross-sell Sales Upsell Sales New product Old product New customers Old customers

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