Customer Success Playbook Podcast S3 E62 - John Huber - Who Should Really Own Upsells and Cross-sells?

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Wednesday brings the burning question that divides CS and sales teams everywhere: who should own expansion revenue? John Huber tackles this contentious topic with nuanced insights drawn from his experience managing both dedicated CS-led expansion models and hybrid partnership approaches. Rather than offering a one-size-fits-all answer, John presents a thoughtful framework for determining the optimal structure based on deal complexity, sales cycle length, and organizational maturity. He shares specific examples of successful implementations, including a sophisticated model where CSMs handled straightforward upsells and renewals while account executives managed complex expansion opportunities. The discussion dives deep into compensation structures, forecasting methodologies, and the critical importance of clearly defining roles to avoid territorial conflicts. This customer success playbook episode provides practical guidance for leaders struggling to optimize their expansion strategy without sacrificing customer relationships.

Detailed Analysis

This episode addresses one of the most politically charged topics in revenue operations: expansion ownership. John's approach demonstrates sophisticated thinking about organizational design, moving beyond simple "CS versus Sales" debates to examine the underlying factors that should drive structural decisions.

The hybrid model John describes represents an evolution in CS thinking, recognizing that different types of expansion opportunities require different skill sets and engagement approaches. His 70/30 compensation structure (70% quota-oriented, 30% experience-focused) within the variable component offers a practical framework for balancing commercial accountability with customer-centric behaviors.

Particularly valuable is John's emphasis on forecasting churn and renewal business with the same rigor as new logo acquisition. His practice of conducting detailed risk assessments 4-5 months before fiscal year start demonstrates the proactive mindset required for successful renewal management. The recommendation to begin renewal conversations 12 months in advance challenges the reactive approach many organizations take to customer retention.

The discussion also highlights the importance of cross-functional partnerships, especially between CS and finance teams, in developing accurate forecasting models. John's collaborative approach with his CFO shows how CS leaders can elevate their strategic influence by speaking the language of business operations.

For revenue leaders, this episode provides a decision-making framework for expansion ownership that considers deal complexity, resource allocation, and organizational capabilities rather than defaulting to territorial thinking.

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