Expansion Opportunity Scorecard
Rank every account's expansion potential on one scorecard so managers know exactly where to point limited AM time and quota.
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.
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.