Primary Roles
AM, CSM
Secondary Roles
AE, Sales Manager
Hire With
Curiosity, customer empathy, communication clarity, business judgement
Train For
problem discovery, use-case expansion, stakeholder uncovering, proof-point development, next-step diagnosis
Certification Definition
A certified rep runs expansion discovery that uncovers new problems, stakeholders, use cases, and proof points, then turns that information into a credible next-step path for account growth rather than premature pipeline.
Why It Matters
Expansion stalls when teams assume an existing customer should be easier to sell than a new logo. Good expansion discovery requalifies the account for the next buying motion, shows whether there is a real case for change, and gives the team evidence strong enough to justify pipeline, proposal work, or executive attention.
What Good Looks Like
- The rep asks discovery questions that surface unmet needs, changing priorities, new initiatives, and adjacent use cases.
- The rep explores what has changed since the original purchase instead of rerunning a generic discovery script.
- The rep identifies additional stakeholders who would own, influence, fund, or block the expansion.
- The rep tests for urgency, consequences of inaction, decision criteria, and success measures.
- The rep uses current product usage, delivered outcomes, or unresolved workflow pain as credible proof points.
- The rep summarises what was learned and converts it into a clear point of view on whether the play is worth pursuing now.
- The rep leaves the conversation with mutual next steps rather than vague interest or a loose request for pricing.
Red Flags
- The rep treats expansion discovery as a product pitch or roadmap conversation.
- The rep asks surface questions but does not uncover new problems, use cases, or stakeholders.
- The rep assumes the original buyer's needs still define the expansion case.
- The rep cannot point to evidence supporting the proposed growth play or explain why the account is ready now.
- The rep treats interest from one contact as enough to open pipeline without testing buying reality.
- The rep ends discovery without a clear next-step hypothesis or mutual commitment.
- Notes are too vague for a manager to inspect what was actually learned.
Evaluation Scorecard
| Area | Standard |
|---|---|
| Problem discovery | The rep uncovers real business or operational issues relevant to expansion. |
| Use-case exploration | The rep identifies credible new use cases or teams that could benefit. |
| Stakeholder uncovering | The rep brings new people and buying roles into the picture with clear rationale. |
| Proof-point development | The rep links current outcomes or pain to evidence that can support the next motion. |
| Next-step control | The rep leaves discovery with a sensible hypothesis and agreed next action. |
| Documentation quality | Notes are specific enough for a manager to inspect and coach from. |
Real-World Scenarios
Existing champion asks about another team
Interest is present but not well qualified
Tests the problem, stakeholder set, budget path, and proof needed before treating it as pipeline.
Product usage is strong but flat
Good adoption does not automatically create expansion
Uses discovery to uncover adjacent pain and business value rather than assuming seat growth will happen by itself.
Customer mentions a strategic change
Timing may create a new use case but the buying group is unclear
Explores the change in enough depth to identify the real sponsor, affected teams, and evidence required.
Multi-stakeholder account
One contact cannot speak for everyone
Expands discovery across functions and documents where the growth case is strongest and where it will stall.
Assessment Approach
Review 2 live expansion discovery examples using call recordings and notes, including the rep's proposed play or next-step hypothesis.
Alternatives
- Review 1 live discovery plus 1 manager-led scenario when expansion volume is low.
- Use 2 scenarios only during early ramp, then confirm the certification after the rep completes live discovery in an active account.
Verification Examples
- Expansion discovery notes plus proposed plays or next-step hypothesis
- Call recording reviewed against rubric
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