Establish an account growth baseline
Track current-year versus prior-year spend by advertiser, product, market and channel so teams can see growth, decline and whitespace at a glance.
Grow existing accounts
KPI: YoY revenue growth / share of wallet · Increase by x%
- KPI
- YoY revenue growth / share of wallet
- Levers
- Upsell · Cross-sell · Product penetration · Customer insights · Performance · Account planning
- RevOps tasks
- 10 actions
- Leading indicators
- Whitespace opportunities · Account engagement · Campaign performance · Renewal + expansion coverage
- Target outcome
- Higher revenue per advertiser and a larger share of their marketing spend
Growing revenue from the advertisers you already have — more spend on what they buy today, new products and tactics, higher frequency, and a bigger share of their total marketing budget. Revenue going up isn't the finding; how it went up is. It also loops straight back to retention: an advertiser buying one product is far easier to lose than one buying four or five, so share of wallet doesn't just add revenue, it makes the relationship stickier.
How you actually get there
Grouped by the phase it belongs to. Flag anything that is a real problem for you as you read. That is what builds your plan, so there is no long questionnaire at the end.
PlanAssessment, sequencing, business case. The fundable first step.
BuildConfiguration, data architecture, integration.
Identify product and tactic whitespace
Show sellers which products, channels, audiences, events, sponsorships or services an advertiser is not buying, and prioritize the most logical expansion opportunities.
Create next-best-product recommendations
Use customer profile, industry, existing purchases, historical behavior and similar-advertiser patterns to recommend the most relevant next product or tactic.
Use performance data to trigger expansion
Automatically flag advertisers exceeding agreed performance benchmarks and prompt sellers to recommend additional investment while results are strong.
ExecuteMigration, training, adoption.
Build account growth plans
For strategic and high-potential advertisers, document current spend, estimated wallet size, business goals, competitive activity, growth opportunities and specific next-best offers.
Increase spend on proven tactics
Identify campaigns, products and channels delivering strong results, and build structured upsell plays to increase budget, frequency, duration, geography or audience reach.
Create cross-sell and bundle plays
Develop repeatable combinations of complementary products that make it easy to expand single-channel advertisers into broader multimedia relationships.
Align growth plays to customer business cycles
Track seasonal spending patterns, budgeting periods, events, product launches, renewals and promotional calendars so expansion conversations happen before budgets are committed elsewhere.
RunMaintain, extend, improve.
Improve strategic account cadence
Use regular business reviews to move past campaign reporting into customer goals, upcoming priorities, competitive threats and additional ways you can help.
Measure wallet penetration and expansion
Track YoY revenue growth, products per customer, average advertiser spend, expansion revenue and estimated share of wallet to see whether relationships are actually deepening.
The distinction that makes it actionable
More of the same
Increasing spend on products or tactics the advertiser already buys.
The cheapest growth available, and the first place performance data should point.
Cross-sell
Adding a new product, channel, audience, event, sponsorship or service.
Where New-to-Product from the acquisition KPI actually belongs.
Frequency / duration expansion
Moving from occasional campaigns to always-on, longer-term or higher-frequency programs.
Turns a buyer into a budget line.
Geographic / audience expansion
Extending successful campaigns into additional markets, audiences, publications, stations or properties.
Proof-led — it needs the campaign that worked.
Wallet capture
Moving spend currently going to competitors, agencies, platforms or other media providers into your portfolio.
The only one that requires knowing what the advertiser spends elsewhere.
What leadership reads
Products / tactics per customerThe strongest single indicator of relationship depth — and the bridge to retention, because an advertiser buying one product is far easier to lose than one buying four or five.
YoY revenue growth per customerCurrent-year advertiser revenue against prior-year.
Average revenue per advertiserWhether the customer base as a whole is becoming more valuable.
Expansion revenueIncremental revenue generated from existing customers.
Cross-sell rateShare of customers buying more than one product or channel.
Net revenue retentionBeginning existing-customer revenue plus expansion, less contraction and churn, over beginning revenue.
Share of walletYour revenue from the advertiser over their estimated total addressable marketing spend.
Expansion pipeline coverageIdentified upsell and cross-sell pipeline against the existing-customer growth target.
Leading indicators
What moves before the KPI does.
Whitespace opportunitiesProducts an advertiser could plausibly buy and currently doesn't, ranked by fit.
Account engagementDepth and recency of contact beyond campaign delivery — reviews held, goals captured, stakeholders known.
Campaign performanceResults against agreed benchmarks. Strong performance is the trigger for an expansion conversation.
Renewal + expansion coverageShare of upcoming renewals that carry an identified expansion play, not just a renewal.
What we’d need to know
Answer what you can. The blanks are as useful to us as the answers. They are usually where an assessment starts.
01For your top fifty advertisers, do you know roughly what they spend on marketing in total?
02How many of your advertisers buy exactly one thing from you?
03When a campaign beats its benchmark, what happens next — automatically?
04Do you know each major advertiser's budgeting calendar, or do you find out after the money is committed?
05Is your growth coming from more of the same, or from advertisers buying something new?
Next
Next: Reduce churn That’s grow accounts. Now reduce churn.
One more outcome to walk through before we build the plan.