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Introduction

Customers often have unmet product needs that represent potential expansion opportunities. Whitespace analysis helps identify gaps in product adoption, allowing CS teams to recommend solutions that align with customer goals. This article outlines how to analyze product gaps and leverage insights to drive expansion efforts.

Step 1: Identify Product Gaps with Dashboards

Dashboards provide a structured way to visualize product adoption gaps.

  • Use reports to compare purchased vs. adopted products by setting up usage dashboards.

  • Segment customers by industry or ARR bands to highlight patterns in product gaps.

  • Identify customers with partial adoption of key solutions, signaling an opportunity for expansion.

Step 2: Use Customer Data to Prioritize Expansion Efforts

Analyzing customer engagement trends helps refine whitespace opportunities.

  • Leverage Scorecards to assess customer health and usage trends, focusing on accounts with strong adoption but missing key products.

  • Analyze support tickets and customer inquiries to identify recurring product needs.

  • Review Success Plans to ensure expansion recommendations align with documented customer objectives.

Step 3: Develop Targeted Expansion Strategies

After identifying whitespace opportunities, tailor your expansion approach.

  • Collaborate with Sales to align whitespace insights with expansion outreach.

  • Automate expansion campaigns by enrolling identified accounts into targeted nurture programs using Journey Orchestrator.

  • Track whitespace-driven expansion outcomes by measuring conversion rates from identified opportunities.

What’s Next

Understanding product gaps is just the first step. To turn insights into actionable expansion opportunities, it’s essential to implement a structured process for tracking and qualifying leads. Learn how to do this in the next article: Identify and Qualify Customer Success Qualified Leads (CSQLs).

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