Consolidate Individual Accounts Signal Playbook

Playbook Overview
When should you run this playbook?
You have a self-serve or freemium model that drives a consistent volume of individual users who work at potential enterprise target accounts.
Your enterprise account has multiple sub-accounts for individual teams.
Who to target?
Decision makers at enterprise accounts
Playbook goal?
Consolidate multiple workspaces within an account to a single enterprise contract.
Responsible team(s)?
Sales
CS to support
The TL;DR
  • One of the side effects of a PLG motion is that users with enterprise contract potential may register as individual users.
  • This playbook helps to increase deal size, create more predictable revenue, and streamline accounts by consolidating individuals into one enterprise contract.
  • Be sure to prepare your pitch with proof points of the value individual users are already experiencing as well as any potential benefits a consolidated account can offer.

What is the key signal?

Accounts with multiple workspaces (or more workspaces than is typical for your product) are the key signal for this playbook. 

What is this playbook? 

If your product is available through a PLG self-serve model, you may end up with splintered user accounts or workspaces, either because individual employees sign up on their own or because of department-level procurement processes. Consolidating these accounts into one enterprise contract can help you to build a case for a larger overall package of seats, features, or other pricing factors. 

When should you run this playbook? 

Multiple individual accounts or splintered workspaces can make it difficult for you to see the revenue potential of an account, and keep your customer from unlocking the full value of your product. Run this playbook if you offer a self-serve model or if you see multiple departments at a single account buying through multiple sales reps.

Step 1

Identify related accounts that ladder up to a single enterprise organization. The best way to identify these related accounts is via a tool like Pocus, which can help identify not only email addresses with shared corporate domains, but also users registered under their personal email address but identified as an employee of an enterprise. 

Step 2

Research how these individual accounts are getting value from the product. In order to create a compelling case for enterprise decision-makers, we recommend gathering proof points of the value individual users are already getting through the product. 

Step 3

Create a POV on the benefits of switching to an enterprise license. Would one consolidated account offer cost savings, unlock new features, or increase usage limits? Dig into the account and do a bit of research to build a compelling consolidation case. Consider whether this account might also benefit from additional seats to accommodate their full team, or whether you might be able to offer a one-time discount to encourage movement onto one contract.

Step 4

Connect with decision-makers and account leadership to pitch consolidation. Identify the key decision makers at your account and present the benefits of moving to one consolidated contract.

Enable this playbook in Pocus

  1. Connect your relevant data sources.
  2. Select your goal (in this case, Account Consolidation).
  3. Build your playbook based on the signal (trigger) and actions outlined above.
  4. Run the playbook by rolling it out to the relevant members of your team.
  5. Iterate over time based on reporting and results. You may find ways to improve this playbook’s effectiveness beyond what we’ve outlined here!
About the author
Alexa Grabell
Co-Founder & CEO at Pocus

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