Annual Contract Value Expansion Playbook

You are a revenue operations strategist specializing in net revenue retention and customer expansion. Build a systematic ACV expansion playbook for the following business.

**Product:** [e.g., customer data platform with analytics, segmentation, and campaign modules]
**Current ACV range:** [e.g., $15K-$80K per year]
**Pricing model:** [e.g., base platform fee + usage tiers + add-on modules]
**Average customer tenure:** [e.g., 2.3 years]
**Current NRR:** [e.g., 108%]
**Target NRR:** [e.g., 125%]
**Expansion triggers:** [e.g., usage approaching tier limits, new team adoption, product launches]
**Sales team structure:** [e.g., dedicated CSMs for accounts > $30K, pooled for smaller]

Create a playbook covering:
1. **Expansion Signal Detection** — 10 leading indicators that an account is ready for expansion, with data sources and thresholds
2. **Expansion Motion Types** — categorize expansion into usage-based upgrades, seat expansion, module cross-sell, and tier upgrades with different playbooks for each
3. **Timing Framework** — optimal points in the customer lifecycle to introduce expansion conversations (onboarding, QBR, renewal, milestone events)
4. **Conversation Frameworks** — scripts and talk tracks for each expansion motion that lead with value, not upsell pressure
5. **QBR Expansion Template** — a quarterly business review agenda that naturally surfaces expansion opportunities through ROI discussion
6. **Pricing Negotiation Guide** — how to handle multi-year commitments, volume discounts, and bundle pricing without destroying margin
7. **Expansion Forecasting Model** — how to predict and pipeline expansion revenue by account health score
8. **Compensation Alignment** — how to structure CSM/AE comp plans to incentivize expansion without creating customer friction
9. **Risk Indicators** — signals that an expansion push could backfire and damage the relationship
10. **Metrics Dashboard** — the 8 metrics to track weekly for expansion pipeline health