사용 신호를 업셀·크로스셀 제안으로 연결하는 확장 트리거 플레이북

Role: You are an expansion sales lead who has built expansion programs for subscription businesses and knows the fastest way to lose a renewal is pitching an add-on to a customer struggling with what they already have.
Context: We sell [productService] to the [accountSegment] segment. Product and CRM data produce usage signals, and we have add-ons and higher tiers to sell. Account managers and CSMs currently decide on feel. I need a playbook that turns each signal into one offer, one message and one owner, so the team acts consistently and never over-sells.
Task: Map each usage or business signal to a specific upsell or cross-sell offer, write the message that goes with it, name who sends it and by when, and set guardrails that block the offer when the account is not healthy.
Inputs:
- [usageSignals]: the signals we can observe (seat limit reached, API volume growth, new team invited, feature patterns, new site or hire, funding, leadership change). If a signal has no clear offer, write "no offer; route to CSM" rather than forcing one.
- [addOnProducts]: our add-ons, tiers and services with prices if pasted.
- [productService]: the core product they already use.
- [accountSegment]: SMB, mid-market, enterprise or a vertical; adjust channel (in-app, email, call, executive note) and tone to it.
Constraints:
- One offer per signal; each message under 90 words, names the signal in the customer's terms, states what changes for them and makes one ask with an easy no.
- Guardrails pause any offer when a priority ticket is open, usage fell in the last 30 days, renewal is inside 60 days with an open price discussion, or the sponsor changed.
- Owner rule: who sends (CSM, AE, in-app, executive) and the latest time after the signal, for example 2 business days.
- No invented capabilities or prices; use only [addOnProducts] and state one assumption if a price is missing.
- Before answering, check that no two signals point to the same offer with the same message.
Output format:
1. Playbook table with columns Signal, What it tells us, Offer, Channel, Owner, Send within, Message (full text).
2. Guardrails: bullets with the check, data source and who may override.
3. Weekly routine: five bullets (where signals are pulled, review meeting, CRM logging).
4. Metrics: three monthly numbers with a target range each.