Ask most sales and marketing teams where they plan to grow pipeline, and the answer might surprise you. It’s not just about net-new leads or international expansion.
According to our recent survey of senior GTM leaders, expanding within the existing customer base is now the top priority for pipeline growth. In fact, it outranked all other growth strategies, by a wide margin.
The data says it all
When we asked, “What is your highest priority for pipeline and go-to-market activities?” here’s what we heard:
- 33% said expanding opportunities within current customers
- 24% prioritized generating net-new business
- 22% focused on international expansion
- 21% aimed to grow in key verticals
This shift signals a broader trend: teams are investing in the customers they already have, not just chasing the next logo.
Why customer expansion matters now
There are a few reasons why this strategy is gaining traction:
- It’s faster. You already have a relationship, access, and data.
- It’s more efficient. Expansion deals typically have higher close rates and lower acquisition costs.
- It’s lower risk. In uncertain markets, growing revenue from known customers feels more reliable than cold prospecting.
For larger companies, this trend is even more pronounced. Firms with 2,500+ employees were the most likely to say expansion was their top growth strategy.
But expansion doesn’t happen by accident
While expanding within the base sounds like an obvious move, it requires real investment:
- Account visibility. Do your teams have a clear view of product usage, engagement, and health?
- Alignment between sales, marketing, and customer success. Cross-sell and upsell opportunities often fall through the cracks when teams aren’t coordinated.
- Personalized messaging. Your customers don’t want the same outreach as new prospects. They want relevance.
- Clean, verified data. It’s tough to run an expansion campaign if you’re missing the right contacts or relying on outdated records.
In other words: expanding wallet share isn’t just about selling more, it’s about knowing more.
The takeaway
Winning more business from current customers is no longer a “nice to have.” It’s a core part of the modern pipeline strategy.
The teams that invest in customer data, cross-functional collaboration, and account-based programs will be in the best position to grow, without constantly starting from scratch.
Download the full greater data report for more insights.