What is whitespace in business?
Surprisingly tricky to measure, sales whitespace is the existing opportunity within customer accounts to cross-sell and up-sell. Once your team has done the hard work of cultivating a relationship, instilling themselves as a trusted advisor, and landing and expanding a deal, without a strategy to target whitespace effectively, they are not reaping 100% of the fruit of their labor. Still, most companies undervalue this critical sales channel, often to the point where they haven't even set up key performance indicators (KPIs) around it.