Marketers: Are you booking as much as you can from customers?

Insight Partners studied the bookings mix of our portfolio companies: When a startup is earning $10-20M ARR, a median of ~1/3rd of bookings comes from customers; about half when they reach $50M ARR.

If you’re below benchmark, you might be missing upsell and cross-sell opportunities. Here’s how to grow faster by expanding your opportunity mix:

1. Identify all your upsell and cross-sell opportunities (post-sale opps)
2. Compare your post-sale opps to new business opps: How much faster, cheaper, and easier do you book them? 
3. Forecast how you might close more post-sale opps, faster, by way of post-sale marketing tactics.
4. Try those post-sale marketing tactics in a segment of customers and compare your results to a control group.

If you earned more bookings at a favorable margin over your post-sale marketing costs, then you can scale up to get more.