Upsell Revenue Potential
Identifies and quantifies upsell opportunities within the existing customer base. Calculates the revenue potential of each upsell offer, prioritizes accounts by likelihood and value, and projects total upsell pipeline.
Sales - Upsell Revenue Potential.xlsx
Excel (.xlsx) — No macros — Works in Excel, Google Sheets, LibreOffice
What This Spreadsheet Solves
- Missed revenue from existing customers who are ready to buy more
- No systematic way to identify which accounts have the highest upsell potential
- Inability to project upsell revenue as part of the overall forecast
- Sales teams focused on new logos while ignoring lower-cost expansion revenue
- No prioritization framework for account managers handling upsell motions
Who This Is For
- Account managers responsible for expansion revenue
- Customer success teams identifying upsell-ready accounts
- Sales directors building expansion revenue targets
- Revenue operations teams modeling net revenue retention
Inputs
- textCustomer Name
- $Current Annual Revenue
- $Upsell Offer Value
- %Upsell Probability
- dateExpected Close Date
Outputs
- Weighted Upsell Pipeline
- Total Upsell Potential (unweighted)
- Top Accounts by Upsell Value
- Average Upsell per Customer
- Upsell Revenue by Quarter
- Upsell as % of Total Revenue
How Calculations Work
Each customer's upsell offer is multiplied by its probability to produce a weighted amount. Weighted amounts are summed for the total pipeline. Accounts are ranked by weighted upsell value to create a priority list. Quarterly projections group opportunities by expected close date. The upsell percentage shows how much of total projected revenue comes from expansion vs. new business.
Example Use Case
Scenario: Five accounts: Customer A ($50K current, $15K upsell, 70%), Customer B ($120K current, $40K upsell, 40%), Customer C ($30K current, $10K upsell, 80%), Customer D ($80K current, $25K upsell, 30%), Customer E ($200K current, $60K upsell, 20%).
Result: Weighted pipeline: $48K ($10.5K + $16K + $8K + $7.5K + $12K). Unweighted total: $150K. Top account by weighted value: Customer B ($16K). Average upsell: $30K unweighted, $9.6K weighted.
What You Get — 5 Sheets
Technical Details
Frequently Asked Questions
How do I identify which customers are ready for an upsell?
Look for signals: high product usage, approaching plan limits, requesting features available on higher tiers, or strong satisfaction scores. The CONFIG sheet lets you define scoring criteria.
Should I include cross-sell opportunities here?
Yes. Enter cross-sell offers the same way as upsells. The model treats any expansion revenue identically.
How do I assign upsell probabilities?
Base it on engagement signals, prior purchase history, and how far along the conversation is. A customer who has received a proposal is higher probability than one who has not been contacted.
What if a customer downgrades instead of upselling?
Enter a negative upsell value to model contraction. The pipeline will net it against positive upsells for an accurate expansion forecast.
How does this relate to net revenue retention?
Upsell revenue is the expansion component of net revenue retention. Combined with churn data (from the Churn Impact Analyzer), you can calculate full NRR.
Download Upsell Revenue Potential
Ready to use immediately. Enter your data in the INPUT sheet, see results in OUTPUT.