A practical account-expansion strategy starts with a customer where you have delivered value. Research the related businesses, then qualify the route into each one.
Research your next accountThe account owner knows the product use case and has an established contact.
It is a sister company in the target market. Product need and agreement coverage are still unknown.
The UK contact can help establish who owns the decision and whether an introduction makes sense.
Update the account plan with confirmed coverage, the next action and a responsible owner label.
Start with existing customers where your product has delivered value and where the group operates in relevant countries or business lines. A large group alone is not evidence of a good expansion opportunity.
Confirm the customer entity and explore its available group structure. Look for operating companies that fit the markets you serve. Retain the source and relationship path for every shortlisted candidate.
Mark known customers and existing conversations. Review which companies might be covered by a master agreement. Ask the account owner to validate the shortlist before presenting it as new pipeline.
A useful next action could be asking the current customer whether the German sister company buys separately, or confirming which country teams are covered by the existing agreement. Assign one owner rather than leaving an unowned list.
Review whether the account owner learned something new, whether a candidate was relevant and whether a conversation followed. Monitor group changes to identify when an existing account plan needs updating.