Expansion Opportunity Scorecard
Rank every account's expansion potential on one scorecard so managers know exactly where to point limited AM time and quota.
What's inside
- 6 scoring dimensions: usage trend, whitespace size, champion strength, budget cycle timing, executive sponsorship, referenceability
- 1-5 scoring scale with anchor descriptions per dimension
- Weighted scoring formula producing a single expansion score
- Rank-ordered account list template
- Tiering guidance: Now / Next Quarter / Nurture
- Time-allocation guidance by tier
Score every account in your book on the 6 dimensions below, 1-5 each. Multiply by weight, sum for a total expansion score out of 100. Re-rank the whole book quarterly.
| # | Dimension | Weight | 1 (low) | 3 (moderate) | 5 (high) |
|---|---|---|---|---|---|
| 1 | Usage trend | x3 | Flat or declining usage | Steady usage, some growth | Usage growing 20%+ over last 2 quarters |
| 2 | Whitespace size | x3 | Fully penetrated, no unowned BUs/use-cases | 1-2 whitespace cells identified | 3+ whitespace cells identified (see Whitespace Mapping Worksheet) |
| 3 | Champion strength | x3 | False Champion or none identified | Fragile Champion | Strong Champion (per Champion Strength Rubric) |
| 4 | Budget cycle timing | x2 | Mid-cycle, no new budget available for 6+ months | Budget cycle opens within next quarter | New budget cycle open now |
| 5 | Executive sponsorship | x2 | No exec relationship | Exec aware, not engaged | Exec actively engaged and advocating |
| 6 | Referenceability | x1 | Account would not act as a reference | Would reference informally if asked | Publicly referenceable, has given a testimonial/case study before |
Scoring: multiply each dimension's 1-5 score by its weight, sum across all 6. Max possible = 70.
Rank-Ordered Account List Template
| Rank | Account | Expansion Score | Tier | Owner | Next Action |
|---|---|---|---|---|---|
| 1 | |||||
| 2 | |||||
| 3 | |||||
| 4 | |||||
| 5 |
Tiering
- 50-70: Now - active expansion motion this quarter, top priority for AM time
- 30-49: Next Quarter - build access/champion strength this quarter, execute next
- Below 30: Nurture - light-touch relationship building only, revisit score next quarter
Time Allocation Guidance
Allocate AM expansion-focused time roughly in proportion to tier: 60% of expansion hours to "Now" accounts, 30% to "Next Quarter" accounts building toward readiness, 10% to "Nurture" accounts to keep the relationship warm without over-investing.
How to use it
Score every account in the book quarterly on the 6 weighted dimensions, rank by total score into the template, and allocate AM expansion time by tier - heaviest on Now, lightest on Nurture.