Most of us in the SaaS businesses-wanting to increase our earnings-frequently turn to marketing and sales to generate more demand or identify new levers for growth. Yet, somehow, we often fail to see our existing customers as the most potential channel we can double down on.

This is ironically common oversight, despite the entire SaaS business model being dependent on customer retention. A key part of looking at our existing customers as a growth lever includes identifying upsell and cross-sell opportunities, thus improving our top-line and bottom-line metrics. So, ignoring these opportunities can not only become counterproductive to your growth but end up creating a leaky-bucket phenomenon.