All pages
  • Retain and grow
  • Onboard
  • Keep and grow
ACQUIRE · new customers
Inbound
Marketing
↗
Outbound
Sales Development
↗
Partner
Partnerships
↗
Product-led
Product
↗
Qualify
one definition,
any source
↗
Sell
Sales · discovery to signature
↗
RETAIN AND GROW · existing customers
Onboard
Implementation · signature to first value
↗
Keep and grow
Customer Success · adoption, renewal, expansion
↗
Revenue Operations    stage definitions · routing and handoffs · systems and data · plan (quota, territory, capacity, comp) · forecast · operating cadence
↗
sales-assist
opportunity
closed-won
live
expansion re-enters as a new opportunity
self-serve · converts without Sales

Live to renewal and expansion. Customer Success owns adoption and health; Account Management owns the commercial events.

GTM Operating Model › Keep and grow
Live to renewal and expansion
Live
from Onboard
↗
Adopting
Customer Success · usage, outcomes, relationship
Health check
usage, outcomes, support load, sentiment, scored continuously
Expansion signal
seats, usage near limit, new team, new use case
Expansion opportunity
Account Management · re-enters Sell
↗
Renewal
opened at term minus 120 days; Account Management
Renewed
flat; any price uplift is counted as expansion
Contraction
fewer seats or a lower tier; renews for a new term at the lower ARR
At risk
save play: exec sponsor, success plan reset, training
Churn
logo lost; reason coded
GRR = (starting ARR − churn − contraction) ÷ starting ARR for the same cohort over a trailing twelve months; it excludes expansion and cannot exceed 100%. NRR = (starting ARR − churn − contraction + expansion) ÷ starting ARR, same cohort, same window. Price uplift at renewal is expansion. Expansion is counted here only after it closes in Sell.
BY MODEL
SMB and self-serve
pooled CS, automated health alerts and in-app nudges; renewals auto-bill unless flagged; expansion is usage-based and self-serve
Mid-market
named CSM on a book of accounts; CSM often owns the renewal; expansion handed to an AE or AM above a size threshold
Enterprise
CSM owns adoption and health, a separate Account Manager owns renewal and expansion commercials; quarterly business reviews with the customer
growing
term ending
declining
recovered
not recovered
new term

Boxes marked ↗ open the page for that part of the model.

How to read this

  • The health check runs continuously on usage, outcomes, support load and sentiment. Growing opens an expansion signal; declining opens a save play.
  • Expansion is a new opportunity that re-enters Sell. It is counted here only after it closes there.
  • Renewal opens at term minus 120 days and ends in one of three states: renewed, contraction or churn.
  • GRR and NRR are the two numbers this page produces; both are ratios over the same cohort and window, and price uplift at renewal counts as expansion.
  • Who owns the renewal varies by model: Account Management in enterprise, often the CSM in mid-market, auto-bill in SMB and self-serve.

Where it connects

Diagram source: 04-keep-and-grow.drawio 04-keep-and-grow.svg