RGM® Glossary · Marketing
Growth Glossary — Definition
SHT CUSTOMER-EXPANCustomer Expansion Plan
Plan for expanding customers A working definition from the RGM marketing glossary.
Plan for expanding customers
- Term
- Customer Expansion Plan
- Field
- Marketing
- Category
- Marketing
Common mistakes
Here is the short version.Four failure modes recur with Customer Expansion Plan. Name them and they are easy to design around.
- No segments. Treating Customer Expansion Plan as one number for all. Break it out before you trust it.
- No context. Reporting Customer Expansion Plan with no baseline. A bare number cannot be judged.
- Vanity focus. Gaming Customer Expansion Plan instead of the result. Tie it to business value.
- Apples to oranges. Comparing Customer Expansion Plan across firms raw. Adjust for pricing and cycle before you read it.
Common questions
How is Customer Expansion Plan defined?
Plan for expanding customers Agree the scope of Customer Expansion Plan before the planning starts.
What makes Customer Expansion Plan worth knowing?
Customer Expansion Plan shows up in budget reviews and channel reporting. Use it loosely and teams pull apart; use it precisely and the numbers line up.
Where does Customer Expansion Plan get used?
Teams put Customer Expansion Plan to work on a spend split, a metric, or a head-to-head call. See the Mailchimp walk-through above.
What goes wrong with Customer Expansion Plan most often?
Treating Customer Expansion Plan as one blanket rule and reporting it with no baseline. Both hide a soft assumption.
- How is Customer Expansion Plan defined?
- Plan for expanding customers Agree the scope of Customer Expansion Plan before the planning starts.
- What makes Customer Expansion Plan worth knowing?
- Customer Expansion Plan shows up in budget reviews and channel reporting. Use it loosely and teams pull apart; use it precisely and the numbers line up.
- Where does Customer Expansion Plan get used?
- Teams put Customer Expansion Plan to work on a spend split, a metric, or a head-to-head call. See the Mailchimp walk-through above.