You’re working with a well-established customer who’s seeing fantastic results using your product. Your main point of contact is happy, they’re engaged, and you can tell the partnership is going strong. Congrats!

 Now is about the time you should be asking: Are there more opportunities and use cases for your product in their company?

To figure this out, you’ll need to strategically sell into other areas in this account. That’s where the Cross-Sell Cadence comes in. 

Your cross selling goal is to identify and connect with leaders outside of your primary point of contact and highlight the value your product has already delivered within their organization. 

Here’s how to make the most of this cadence to expand your reach within each account and demonstrate your product’s impact.

1. Build Out a Story of Success with a Case Study

To start, identify how your product is already delivering value to one team and create a “mini case study” that showcases their wins. Let’s say your software has transformed how the Marketing team at your customer’s company collaborates. What specific outcomes have they achieved? How has your product made their jobs easier or helped them hit KPIs faster?

Draft a narrative that highlights these results in a concise, relatable way, and prepare to share it. This story doesn’t need to be a full-scale case study—just a compelling snapshot that other teams can easily relate to and understand.

2. Use LinkedIn to Find and Engage Other Leaders

LinkedIn is your friend when it comes to finding decision-makers in different departments. Start by identifying key leaders in relevant teams—maybe it’s Sales, Product Development, or Customer Success. Look for managers or directors who would benefit from hearing about how their colleagues are succeeding with your product.

Once identified, send a connection request with a personalized note that introduces yourself and hints at the value you’re sharing with their peers. After connecting, engage with their posts or share insightful content to keep building that rapport throughout the cadence. LinkedIn engagement, even small, keeps you top-of-mind and paves the way for an eventual conversation.

3. Show Real-World Examples with Video

If you have access to video tools, take this cadence up a notch by creating a short, personalized video. Use it to show how their colleagues in other teams are using the product and demonstrate specific features that can benefit them, too. The goal here is to give them a glimpse into the impact of your solution in a visual and engaging way.

For instance, you might share a two-minute clip walking through a dashboard the Marketing team loves or showcasing a workflow that’s been a game-changer for them. Keep the focus on real-world examples that feel directly relevant to the leader you’re targeting.

Here’s a look at a Cross-Sell Cadence:

By leveraging LinkedIn for engagement, creating relatable case studies, and using video for a memorable touch, you can build trust and foster buy-in across teams. This cadence isn’t just about selling more; it’s about showcasing the bigger picture of what your solution can offer the entire organization. As these relationships grow, so does your impact—and that’s a win for everyone.