HomeResearch Articles Cross-Selling and Upselling: Marketing's Role

Cross-Selling and Upselling: Marketing's Role

  • While often grouped together, cross-selling and upselling are different activities that require new roles for marketing and a new mindset for sales
  • Cross-selling is typically more similar to net-new demand creation, while upselling requires greater late-stage sales enablement focus
  • Define where cross-sell and upsell efforts for existing accounts should be focused, then work out the right roles for sales and marketing to play

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