Spot expansion from new users and teams
A second department, a new domain, a director who just logged in for the first time. Adoption spreads inside a customer before anyone tells you. Find where, and who to ask.
The conversation
Sample accounts and numbers, for illustrationYouFor our customers, find users who appeared in the last 30 days from a department, domain or seniority we had not seen at that account before, group them by the team they belong to, name the likely buyer for each new team, and draft a short note from the account manager that names what the first team already does with the product.
Unify3 checks · product events, contact data and CRM
- Read logins and feature events from the last 30 days and compared each user’s department, domain and title with everyone already known at the account.
- Grouped the new users into teams and found the manager of each through the contact waterfall.
- Checked Salesforce for the contract scope, the owner and any open opportunity.
Fourteen customers had users from somewhere new this month. Nine of those are a second team, three are a new subsidiary domain, and two are a director trying the product alone.
A new domain or department is a fact from the events. That it is a team ready to buy is the reading, and the contract column is there to keep it honest.
YouTake Northwind. When did the RevOps team start, what have they used, and who owns that budget?
UnifyThe RevOps team arrived over three weeks, one person at a time, and has already built its own routing rules. Dana Holt runs the team and does not sit under the original buyer.
- 3 weeks agoBen Cole logs in from RevOpsInvited by the support lead. Edits two routing rules the same day.
- 2 weeks agoThree more RevOps users joinMira, Jon and Ada. They build a weekly report the support team never used.
- 9 days agoDana Holt logs inVP Operations, the team’s manager. Views the report, changes nothing.
- This weekSeven RevOps users activeThe support contract covers ten seats; support alone uses nine.
- What they use
- Routing rules and the weekly report. Nothing the support team uses, which makes it a second use of the product, not overflow from the first.
- Who buys
- Dana Holt owns RevOps and its budget. The original buyer, the support lead, cannot sign for her team.
YouWhich of the new users are director level or above, and what did each one use on their first login?
UnifyFour of the new users are director level or above. Two came alone, and two arrived behind a team that was already in the product.
- 1Dana Holt · VP Operations, Northwind LabsViewed the weekly report
- 2Lars Holm · Head of Operations, Merridian GermanyExported a report
- 3Tara Quinn · Director, Halden RoboticsBuilt one routing rule
- 4Ines Varga · Director of Support, Calderon HealthOpened the admin settings
A senior user behind an active team is the stronger sign. A director alone is looking around, and gets a lighter note.
YouFor the three new domains, which subsidiary or region does each belong to, and is it on the contract?
UnifyAll three belong to the customer’s own group: a German entity, an acquired brand and a regional office. None is named on the current contract.
| Customer | New domain | Belongs to | Users | On the contract? |
|---|---|---|---|---|
| Merridian Systems | merridian.de | Merridian GmbH, the German entity | 6 | No |
| Lumen Freight | lumenbrokerage.com | Lumen Brokerage, acquired last year | 4 | No |
| Brightpath | brightpath.co.uk | UK office, opened in the spring | 3 | No |
A domain is matched to the group through the company record and the users’ own titles. Someone on a personal address is left out.
YouDraft the notes for the nine second teams and route them to the account managers.
UnifyNine notes are with their account managers. Each opens on what the first team gets, names the new team’s buyer, and asks one question.
- Dana HoltOwner AnaIn review
- Nils BergOwner ChrisIn review
- Elena MarshOwner SamIn review
Set up
- Nine notes routed to account managers Each names the first team’s result, the new team, and its buyer. None mentions seats until the buyer replies.
- Weekly check for new teams New domains, departments and senior users are grouped every Monday. Accounts with an open opportunity go to the rep instead.
- Contract scope on the account Each customer record now shows which teams the contract covers, so the next new team is obvious.
The note asks whether the new team wants the same setup. Whether they will pay for it is left to the conversation.
Expansion from new users, with and without Unify
The product knows a new team arrived. The account manager finds out at the renewal.
| Without Unify | With Unify |
|---|---|
| New users at a customer are a number on a dashboard that nobody maps to a team | Every new login is matched to a department, a domain and a seniority, and grouped by team |
| A director who logged in last week is treated like any other seat | Senior users and new teams are surfaced the week they appear, with what they used |
| The account manager hears about the second department when it asks for more seats, or never | Each new team comes with its likely buyer and whether the contract already covers it |
| The expansion note goes to the original buyer, who does not own the new team's budget | The note goes to the new team's owner, and opens on what the first team already gets |
Start from this prompt
Make it your own in Unify, then review the results.
For our customers, find users who appeared in the last 30 days from a department, domain or seniority we had not seen at that account before, group them by the team they belong to, name the likely buyer for each new team, and draft a short note from the account manager that names what the first team already does with the product.
What else you can ask for
The walkthrough is one path through this workflow. These are the turns people take most often.
- Senior users onlyWhich customers had a director or above log in for the first time this month, and what did they use?Try in Unify
- New domainsWhich customer accounts have users on an email domain we had not seen before, and which subsidiary or region does that domain belong to?Try in Unify
- Contract checkFor each new team using the product inside a customer, does the current contract cover them, and who would sign for the extra seats?Try in Unify
How it changes by who you sell to
- Software
- At software customers a second team usually arrives through one engineer who shares a login. Ask for new email domains and departments logging in, and take the manager of the new team as the buyer rather than the person who signed in.
- Financial services
- At banks and insurers a new department using the product is often a compliance question before it is a sales one. Ask which business unit the new users sit in and whether the contract covers it, and route the note through the existing sponsor.
- Healthcare
- A second clinic or department at a health system adopting the product is an expansion with a procurement path. Ask for new facilities and departments among the users, and name the department head as the buyer.
- Manufacturing
- A second plant switching on is the clearest expansion signal a manufacturer gives. Ask for new sites among the logins, and write to the operations lead at that plant rather than head office.
- Professional services
- At a firm, adoption spreads practice by practice. Ask for users in practices the contract does not cover, take the practice lead as the buyer, and open on what the first practice gets out of it.
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.
+5Cross-sellFind cross-sell opportunitiesCustomers 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.
Connect what this workflow uses
Each guide covers the connection, what Unify reads and writes, and what to check before the first run.
- Connect PostHogConnect PostHog to Unify as a destination, choosing the product events and the person and company context to send.
- Connect SegmentSend supported Segment events into Unify through Webhook (actions).
- Connect SalesforceAuthorize Salesforce in Unify, configure CRM field mappings, and choose when to enable writing.
- 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
How does Unify know a user belongs to a new team?
From the identify and login events your product sends, which carry the user's email and company, plus the title and department from enrichment. A domain, department or seniority not seen at the account before marks a new team, and the person is grouped with others like them.
Is a new login the same as expansion?
No. A new login is a fact; expansion is the reading. The page groups new users into teams and checks the contract, so the account manager decides whether a group is a new team worth a conversation or one person trying the product.
Who gets the note?
The likely buyer for the new team, found through the contact waterfall, not the person who logged in. If the CRM shows an owner or an open opportunity on the account, the draft goes to that rep instead.
How is this different from product-qualified expansion?
Product-qualified expansion ranks customers by usage growing past the plan. This page watches for who is new, by team, domain and seniority, and can fire before usage has grown at all.