Whitespace analysis

Identifying product gaps inside existing customer accounts where expansion or cross-sell is possible. Other teams, other use cases, other personas that match your ICP but aren't using your product yet.

At each QBR with the customer. Whitespace shouldn't be a one-time deliverable; it should be an ongoing review that surfaces expansion opportunities as the customer's org changes.

Treating it as a sales activity instead of a CS activity. The best whitespace findings come from CS managers who genuinely understand the customer's broader operations. Not AEs pushing a renewal narrative.

Whitespace is the strategic map; upsell is the tactical action. Whitespace identifies who else inside the account might buy; upsell is selling more to people who already do.

By identifying other teams or use cases inside customer accounts that match your ICP. Whitespace becomes a queryable account-intelligence question rather than a manual research effort per QBR.