Think like a sales leader

Author

Mark Stagi
June 25, 2025

Can you answer this question as quick as a sales leader?

“If I asked you to reduce churn by 1% and increase expansion by 3% in the next 120 days, what would you do?”

This question came up on LinkedIn last week and was a great example on how many of us in CS can continue to learn from our sales counterparts. A CRO would have a quick response to this. 

So let’s start again…

If your CEO asked tomorrow:

“Walk me through your plan to reduce churn by 1% and grow expansion by 3% in 120 days”

… would you have a framework ready?

Here’s one to help you get started.

120-Day Churn + Expansion Uplift Plan (CS Playbook)

This isn’t theory. These are practical, low-lift actions you can start deploying right now.

Reducing Churn by 1%: 3 Key Levers

1. Identify the Risk Early

  • Run a churn cohort analysis by segment to pinpoint when churn is most likely.

  • Build or buy an early warning system, even a simple health score tied to product usage, support requests, and stakeholder engagement can go a long way.

  • Review all Q3 renewals >120 days out and flag risk levels. Then put a daily meeting on the books to review all red renewal risks early and come up with a game plan.

2. Increase Executive Visibility

  • Create an “Exec Watch List” of at-risk accounts and assign a sponsor to each.

  • Set up 1:1 calls with economic buyers in top 10% of risky accounts, don’t wait for renewal.

3. Improve Value Communication

  • Launch a “Value Recap Campaign”: Have each CSM send a monthly summary of business impact achieved and milestones met.

  • Include screenshots, metrics, and quotes from prior check-ins or product usage reports.

  • Get value in front of your stakeholders as much as possible:

    • Can you run webinars that show how to measure value from your app?

    • Can value indicators be added into your product for customers to see? 

Driving 3% Expansion: 3 Levers You Can Pull

1. Build an Expansion Playbook

  • Audit 20 recently expanded accounts. What triggered the expansion? What personas were involved? What moments mattered?

  • Productize those insights into a playbook with CSM trigger questions, timing guidance, and proof points.

2. Run a Cross-Sell Campaign

  • Partner with Marketing or Sales to create a “Q3 CS-Led Campaign” featuring 1 product module or premium feature.

  • Equip CSMs with a short pitch deck, customer stories, and upgrade paths.

  • Goal: Each CSM targets 3 accounts for expansion this quarter.

3. Train CSMs on Commercial Conversations

  • Role-play expansion convos weekly.

  • Use Gong/Avoma call snippets from actual upsells to model successful language.

  • Teach CSMs to ask questions like:

    • “If we could [drive X result faster], would that be worth exploring?”

    • “Who else on your team would benefit from [feature/module]?”

The Missing Mindset

Sales leaders move with urgency because they know every % gain is revenue.

Customer Success must do the same.

But that only happens when you operationalize your targets.

So next time someone asks you:

“How will you improve retention and expansion this quarter?”

You won’t hesitate.

You’ll say:

“Here’s the 120-day plan. Let’s go.”

Where to Start This Week:

  1. Run a churn & expansion audit by segment

  2. Build your top 10 account risk list

  3. Choose one expansion motion to productize

  4. Hold one role-play or training session for CS on commercial convos

  5. Assign one exec sponsor to your riskiest renewals

Small actions, big revenue.

Let’s close the gap between CS and Sales, because revenue isn’t just landed. It’s earned again and again.

If this sparked ideas, hit reply and let me know how your team is tackling churn and expansion this quarter.