Find cross-sell opportunities
Customers on one product whose stack, hiring or usage says they fit a second one. Name the product, show the evidence, and find the person who would buy it.
The conversation
Sample accounts and numbers, for illustrationYouFor our customers on a single product, find the ones whose tech stack, hiring or usage says they fit a second product we sell, name the product and the evidence for each, find the person who would buy it, and draft a note from the account manager that starts from what they already get.
Unify3 checks · CRM, tech stack and hiring data, product usage
- Read the products each customer owns from Salesforce and kept the single-product accounts.
- Checked BuiltWith for tools the second products replace, TheirStack for roles they serve, and PostHog for the features they build on.
- Matched each customer to the second product with the strongest evidence.
Fifty-eight customers are on one product. Nineteen fit a second one on the evidence: eleven for the routing add-on, eight for reporting.
- 58
- customers on one product
- 19
- fit a second product on named evidence
- 11
- routing add-on
- 8
- reporting product
| Customer | Fits | Evidence | Source |
|---|---|---|---|
| Northwind Labs | Routing add-on | Runs the tool it replaces; 3 routing roles open | BuiltWith, TheirStack |
| Merridian Systems | Reporting | Exports the same report weekly, 14 weeks running | PostHog |
| Halden Robotics | Routing add-on | Routing rules edited 40 times last month | PostHog |
| Brightpath | Reporting | Hiring a revenue analyst | TheirStack |
Each fit has its evidence and its source on the row. A customer with no evidence is not on the list, however large.
YouSort them by product and tell me who would buy each.
UnifyThe buyer for the second product is a different person from the original buyer at 14 of the 19. Here they are, verified.
Buyer: Dana Holt, VP Operations. Original buyer Priya Nair stays as the way in.
Buyer: Tara Quinn, RevOps lead. She edits the rules herself.
Buyer: Nils Berg, Head of Support. He runs the weekly export.
Buyer: the revenue analyst once hired; until then, Elena Marsh, COO.
YouOf the routing fits, which run the tool the add-on replaces, and how long have they had it installed?
UnifySix of the eleven routing fits run the tool the add-on replaces. The longest install sits beside three open routing roles, which is the strongest pairing on the list.
- 1Northwind LabsSince March 2023
- 2Lumen FreightSince September 2024
- 3Calderon HealthSince July 2025
- 4Oakline HealthSince April 2026
Install dates are when BuiltWith first detected the tool, so they are a floor and not a contract date.
YouNow the other kind of cross-sell: at our larger customers, which teams or business units match our ICP and do not use the product at all, and who leads each?
Unify3 checks · CRM, company and contact data, the web
- Read which teams hold seats at each customer from Salesforce and the contacts on the account.
- Mapped each customer’s teams and business units from company and contact data, and read their sites through Exa for units the data misses, such as an acquired brand.
- Kept the units that match the ICP on size and function and have no seat, contact or deal in the CRM.
Seven customers have a team or business unit that fits the ICP and holds no seats. Four are below, with who leads each and whether anyone there has touched you before.
| Customer | Uses you today | Unit without you | Who leads it | History |
|---|---|---|---|---|
| Northwind Labs | Support, 60 seats | Northwind Payments, acquired last year, 140 people | Jon Park, General Manager | None |
| Halden Robotics | RevOps, 25 seats | Field service, 90 people in three regions | Ines Varga, VP Service | Attended a webinar in May |
| Lumen Freight | Operations, 40 seats | Lumen Brokerage, with its own site and support team | Tom Ekwe, Director of Support | None |
| Brightpath | Support, 35 seats | Customer education, 30 people | Elena Marsh, COO, until a lead is hired | Two contacts in the CRM, no activity |
A unit is listed only where the evidence says it does the work the product serves. A sister brand is not an opening just because it shares a parent, so each unit is checked on its own.
YouDraft the notes and route them to the account managers.
UnifyNineteen notes are with their account managers, each starting from a result the customer already has. The seven units without seats are saved on their accounts as openings.
ToNils Berg
SubjectThe Monday export
Nils, the support team has run the same export every Monday for fourteen weeks, which tells me the report matters. We have a reporting product that builds that report live and keeps it current. Would it be worth ten minutes to see whether it matches what you build by hand?
- Dana Holt · Northwind LabsOwner AnaIn review
- Nils Berg · Merridian SystemsOwner ChrisIn review
- Tara Quinn · Halden RoboticsOwner SamIn review
Set up
- Nineteen drafts routed to account managers Each names a result the customer has, the evidence, and one question. The second product is named once, after the question.
- Seven units saved as openings Each team or business unit without seats sits on the customer’s account with its leader and the evidence, for the account manager to raise through the current champion.
- Evidence saved on the account The stack, the roles and the usage that made the match, so the account manager can check it before sending.
- Monthly rerun New evidence adds customers; a purchase of the second product removes them.
The stack and the usage are observed. That the customer would buy the second product is the reading, and the note asks.
Cross-sell, with and without Unify
The second product is pitched to every customer at the QBR. The ones it fits are a shorter list.
| Without Unify | With Unify |
|---|---|
| Every customer hears about the second product at the same time, whether it fits or not | Customers are matched to the second product on stack, hiring and usage, with the evidence named |
| The evidence for fit lives in the tech stack, the job board and the usage data, and nobody joins them | BuiltWith and TheirStack add the tool they run and the roles they are hiring; PostHog adds what they use today |
| The pitch goes to the original buyer, who owns a different budget from the one the second product needs | The person who would buy the second product is found and verified, whoever bought the first |
| The note opens with the new product, so it reads as a sales email to a customer | The note starts from what the customer already gets and asks a question the evidence raises |
Start from this prompt
Make it your own in Unify, then review the results.
For our customers on a single product, find the ones whose tech stack, hiring or usage says they fit a second product we sell, name the product and the evidence for each, find the person who would buy it, and draft a note from the account manager that starts from what they already get.
What else you can ask for
The walkthrough is one path through this workflow. These are the turns people take most often.
- Teams without the productAt our larger customers, which teams or business units match our ICP and do not use the product yet, who leads each, and has anyone there touched us before?Try in Unify
- One productWhich customers fit our analytics add-on, what is the evidence at each, and who would buy it?Try in Unify
- Replacing a toolWhich customers run a tool our second product replaces, and how long have they had it installed?Try in Unify
- Usage says soWhich customers use the export and reporting features every week, which makes them a fit for the reporting product, and who runs those reports?Try in Unify
How it changes by who you sell to
- Software
- A software customer running your core product on a stack that includes the tool your add-on replaces is the cleanest cross-sell there is. Ask Unify to read BuiltWith for the tool your second product competes with, and to name the engineer who owns it.
- Financial services
- Bank and insurer customers buy by department, so the second product often sits with a different budget. Ask for customers where the second product's persona exists and is hiring, and route the note through the existing relationship owner.
- Healthcare
- Provider customers add products by department and by compliance review. Ask for customers whose usage shows the workflow the second product extends, and for the department head, not the original buyer, as the contact.
- Retail and e-commerce
- Retail customers on one product often run the tool your second product replaces at the store or web level. Ask Unify to read the commerce stack, name the overlap, and reach the head of e-commerce with the evidence.
- Manufacturing
- Manufacturer customers add products plant by plant. Ask for customers hiring operations or quality roles that the second product serves, and for the plant lead who would run it, with the current product's results as the opener.
Next in customer expansion and health
+2New stakeholdersCatch new stakeholders at customer accountsA new VP at a customer has never heard of you and owns the budget your product sits in. Find them in their first 90 days, before they find a replacement.
+2ExpansionExpand into a customer's neighboring teamsThe next deal is often one department across from the one you already serve, and sometimes it has already started without you. Find both, and who to ask.
+3Expansion signalsFind customers ready to expandA customer that raised money, hired for the team you serve or opened an office since they bought has outgrown the contract they signed. Find them before the renewal does.
Connect what this workflow uses
Each guide covers the connection, what Unify reads and writes, and what to check before the first run.
- Connect SalesforceAuthorize Salesforce in Unify, configure CRM field mappings, and choose when to enable writing.
Connect PostHogConnect PostHog to Unify as a destination, choosing the product events and the person and company context to send.- Connect HubSpotConnect HubSpot to Unify, map Company and Person fields, and plan CRM exclusions and supported write-back.
- Connect GmailConnect Gmail to Unify for sequence emails and replies.
Questions about this workflow
What evidence does Unify use for fit?
Three kinds, each named on the row: a tool in the customer's stack that the second product replaces or extends, from BuiltWith; hiring for the roles it serves, from TheirStack; and usage of the features it builds on, from PostHog or Segment if you forward events.
How is this different from expanding into neighbouring teams?
Neighbouring teams sells the same product to a team next to the one you serve. Cross-sell sells a second product to an account you already serve. The evidence is different, and so is the buyer.
Who gets the note?
The person who would buy the second product, found and verified through the contact waterfall. The original buyer is named in the note as the way in, and the account manager reviews every draft before it goes.
What if we only sell one product?
Then use the expansion pages instead: customers ready to expand, neighbouring teams, and product-qualified expansion. This page is for teams with more than one product or add-on to sell.