About this session
Winning a customer is only the beginning of the commercial relationship.
Accounts change after the original sale: priorities shift, new stakeholders arrive, budgets move, teams reorganize, competitors appear and the original reason for buying may become less important than a new business challenge.
Sellers who continue treating the account as the opportunity they originally closed can miss both emerging risk and legitimate opportunities to create more value.
Participants begin by building a more complete picture of account health.
They look beyond relationship warmth and revenue history to understand customer outcomes, stakeholder coverage, unresolved issues, changing priorities, competitive exposure and the customer's willingness to invest further.
The goal is to distinguish an account that genuinely has growth potential from one that simply feels familiar.
The session then focuses on expansion. Participants learn how to identify whitespace without turning every customer conversation into a cross-sell attempt.
They look for new populations, teams, use cases, geographies, business priorities or problems where the seller may have a credible reason to help. Expansion begins with evidence of relevant need and value — not with a list of additional products the salesperson wants to place.
Finally, participants rethink renewal. Strong renewal positioning starts long before procurement asks for the paperwork.
It is built through visible value, stakeholder relationships, issue resolution, expectation management and evidence that the partnership remains relevant.
Participants learn how to maintain a commercial rhythm that protects existing value, identifies risk early and creates responsible growth over the life of the account.
What your people take away
- Assess account health using value, relationships, risk and future relevance rather than relationship warmth alone
- Deepen relationships beyond a single champion or original buying team
- Identify credible expansion opportunities from changing customer needs and organizational whitespace
- Develop expansion hypotheses without turning account conversations into constant cross-selling
- Make value visible throughout the relationship so renewal is supported by evidence
- Build a year-round account rhythm that connects retention, renewal and responsible growth
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- What each length covers, 30 minutes to full day
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What each length covers
30 minutes
30 Minutes — Key Points: Know the Account You Actually HaveA focused 30-minute session on three key points from Know the Account You Actually Have: assess account health beyond revenue, understand what has changed and map relationship depth.
- Assess account health beyond revenue
- Understand what has changed
- Map relationship depth
Covers 3 of 4 points in Know the Account You Actually Have.
60 minutes
Find the Next Opportunity Inside the AccountA focused introduction to strategic account growth. Participants assess one account across health, relationship breadth, value evidence and whitespace and identify the strongest next commercial priority.
- Account health
- Changing customer priorities
- Stakeholder coverage
- Relationship risk
- Value evidence
- Whitespace
- Expansion signals
- Expansion hypotheses
- Renewal readiness
- Account Growth Snapshot
- Live Q&A
Covers 1 of 4 parts: Know the Account You Actually Have.
90 minutes
From Existing Customer to Strategic Growth AccountThe extended session connects account health, stakeholder relationships, value realization, whitespace, expansion opportunities and renewal into one practical account-growth discipline.
- Account-health assessment
- Account intelligence
- Stakeholder breadth
- Single-threading risk
- Value realization
- Business reviews
- Customer priorities
- Whitespace analysis
- Expansion signals
- Expansion hypotheses
- Opportunity prioritization
- Renewal readiness
- Renewal decision mapping
- Mutual growth planning
- Live Q&A
Covers 2 of 4 parts: Know the Account You Actually Have and Make the Value Visible.
3 hours
Covers 3 of 4 parts: Know the Account You Actually Have, Make the Value Visible and Find the Next Value Opportunity.
Full day
Strategic Account Growth LabA hands-on full-day workshop covering all four modules. Participants analyze an appropriate account, assess risk and relationship strength, build the value story, identify expansion whitespace and create a practical renewal and account-growth plan.
- Module 1 — Know the Account You Actually Have
- Module 2 — Make the Value Visible
- Module 3 — Find the Next Value Opportunity
- Module 4 — Build Renewal Into the Relationship
- Strategic Account Health Review
- Stakeholder Coverage Map
- Account Risk Scan
- Value Evidence Builder
- Strategic Business Review Planner
- Whitespace Map
- Expansion Signal Review
- Expansion Hypothesis Builder
- Growth Opportunity Prioritization
- Renewal Readiness Review
- Renewal Decision Map
- Mutual Account Growth Plan
- Live Q&A
Covers all 4 parts.
Also available as a 4-week or 8-week program, for change that lasts. Ask us about it.
What’s covered
Know the Account You Actually Have
Every length- Assess account health beyond revenueAn account can be commercially large and still be fragile.
- Understand what has changedThe customer's environment rarely remains static after the initial sale.
- Map relationship depthAccounts become vulnerable when the entire relationship depends on one enthusiastic contact.
- Identify account risk earlyParticipants look for signals such as unresolved issues, declining engagement, stakeholder turnover, budget pressure, poor value visibility, competitive activity or reduced access.
Make the Value Visible
90 minutes and longer- Return to the original value promiseParticipants revisit why the customer originally bought and what outcomes the relationship was intended to support.
- Capture evidence of valueValue may appear through commercial outcomes, operational improvement, reduced effort, risk reduction, capability, adoption, customer experience or another relevant measure.
- Connect value to current prioritiesAn outcome that mattered two years ago may no longer be the reason an executive protects the investment today.
- Run useful business reviewsParticipants move business reviews beyond status updates, activity lists and polished presentations.
Find the Next Value Opportunity
3 hours and longer- Look for whitespace with a reasonParticipants examine where the relationship could logically extend across teams, populations, locations, use cases, capabilities or emerging business priorities.
- Read expansion signalsExpansion opportunities often become visible through customer questions, organizational change, new goals, repeated workarounds, service discussions, new stakeholders or requests that sit just outside the current scope.
- Build an expansion hypothesisParticipants create a clear hypothesis connecting a customer need or change with a potential new source of value.
- Prioritize the right growthNot every expansion opportunity deserves equal attention.
Build Renewal Into the Relationship
Full day only- Start renewal before the renewal dateRenewal risk often becomes visible months before the commercial process begins.
- Understand the renewal decisionA renewal may involve different stakeholders and criteria from the original purchase.
- Handle renewal & expansion together intelligentlySometimes renewal creates a natural point to discuss a broader relationship.
- Create a mutual growth planParticipants bring account health, customer priorities, value evidence, renewal milestones and potential expansion into a shared account plan.
Tools and materials
- Strategic Account Health Review
- Current Account Intelligence Map
- Account Risk Scan
- Stakeholder Coverage Map
- Relationship Development Plan
- Value Evidence Builder
- Strategic Business Review Planner
- Account Whitespace Map
- Expansion Signal Review
- Expansion Hypothesis Builder
- Growth Opportunity Prioritization Matrix
- Renewal Readiness Review
- Renewal Decision Map
- Mutual Account Growth Plan
- Strategic Account Growth Playbook
Who it’s for
- Account executives responsible for growing and renewing existing customer relationships
- Strategic account managers managing high-value or complex client accounts
- Customer-facing sales professionals with expansion or renewal responsibility
- Business development professionals responsible for growing existing customers as well as winning new ones
- Professional-services partners and client leaders managing long-term commercial relationships
- Sales managers seeking a more disciplined approach to account health, expansion and renewal
How booking works
- Book online. Create a free Workbliss profile, then pay with session credits, by card or by invoice.
- Pick a date. Choose a date at least 14 days ahead, or book now and set the date later.
- Choose your expert. Within 3 working days, we send you profiles of the experts available for your date.
- We deliver it. Your expert is briefed on your people and goals, then runs the session live online or at your site.
Questions about Grow What You’ve Won: Strategic Account Expansion & Renewal
How long is Grow What You’ve Won: Strategic Account Expansion & Renewal?
Grow What You’ve Won: Strategic Account Expansion & Renewal runs as 30 minutes, 60 minutes, 90 minutes, 3 hours or full day. You choose the length when you book. A 30-minute session covers three key points from Know the Account You Actually Have: assess account health beyond revenue, understand what has changed and map relationship depth. A 60-minute session covers Know the Account You Actually Have in full, with a live Q&A. A 90-minute session adds Make the Value Visible. A 3-hour session adds Find the Next Value Opportunity. A full-day session adds Build Renewal Into the Relationship. It is also available as a 4-week or 8-week program.
Can Grow What You’ve Won: Strategic Account Expansion & Renewal be delivered online or in person?
Yes, both. It runs live online, so every office can join at the same time, or in person at your site, in any country.
How do we book Grow What You’ve Won: Strategic Account Expansion & Renewal?
Create a free Workbliss profile with your work email, then open Grow What You’ve Won: Strategic Account Expansion & Renewal to see the price for each length and book it. You can pay with session credits, by card or by invoice, and choose a date at least 14 days ahead, or set it later.
Who leads the session?
A vetted Workbliss expert, briefed on your people, culture and goals before the session. After you book, we send you profiles of the experts available for your date within 3 working days, so you can choose who leads it.
Can it be tailored to our company?
Yes. Every session is shaped around your goals, your people and the benefits you already offer, and delivered by experts in your people’s languages.