Cross-Sell Intelligence
Turning fragmented client data into a repeatable system for identifying, prioritizing, and activating growth opportunities.
Industry: National insurance brokerage
Business Context: Multi-line regional sales organization
My role: VP, Client Strategy and Cross Sell
Focus: Revenue growth · Decision intelligence · Account strategy
The Constraint
The challenge was turning scattered signals into a clear decision about where to focus, who should act, and what should happen next.
Growth opportunities existed throughout the client portfolio, but identifying and pursuing them depended heavily on individual knowledge, relationships, and initiative.
Relevant information was spread across client records, CRM activity, regulatory data, prior opportunities, and internal expertise. Leadership had limited visibility into which accounts represented the strongest growth potential, which teams were best positioned to act, or where additional resources could make the greatest difference.
The problem was not a lack of opportunity. It was the absence of a consistent system for recognizing and acting on it.
The System
I designed a cross-sell intelligence operating model capable of evaluating thousands of client accounts, identifying higher-potential opportunities, and directing attention toward the relationships where action was most likely to matter.
Qualify
Business rules identify accounts with meaningful expansion potential and focus attention where additional investment is warranted.Understand
Client, relationship, regulatory, CRM, and historical signals are combined with AI-assisted research and synthesis to surface relevant needs, context, and potential opportunities.Prioritize
Qualified opportunities are evaluated consistently so teams can distinguish higher-potential accounts from general activity.Activate
Opportunities are directed to the people and expertise best positioned to pursue them, with account-specific intelligence guiding the next action.Measure
Leadership gains visibility into opportunity progression, ownership, outcomes, and where additional support may be needed.
My Role
I designed and led the capability from concept through regional implementation, connecting growth strategy, decision intelligence, workflow, technology, and adoption.
Growth Strategy & Operating Model
Defined how the organization would identify, prioritize, and activate cross-sell opportunities across the regional client portfolio.Decision Architecture
Designed the qualification, prioritization, and scoring framework that translated fragmented signals into clearer growth decisions.Data & AI Enablement
Connected internal and external intelligence and integrated AI-assisted research and synthesis into account preparation.Leadership Visibility & Governance
Created the reporting, ownership, review, and accountability structure that gave leadership a consistent view of opportunity and progress.Implementation & Adoption
Operationalized the model with producer teams and leadership, established the strategic-account process, and refined the capability based on results.
The Result
A smarter growth capability that turned client intelligence into focused action.
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Teams could focus on accounts with stronger evidence of need, fit, and opportunity.
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The system surfaced where additional capabilities could create meaningful value for existing clients.
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Leadership gained a consistent view of qualified growth opportunities across thousands of client relationships.
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Producers, specialists, and leadership could direct attention toward opportunities with greater strategic potential.
What This Demonstrates
Growth becomes more repeatable when opportunity stops living in people's heads.
Technology made the analysis scalable, and AI accelerated research and synthesis. The larger transformation came from creating a consistent way to identify opportunity, determine priority, assign ownership, and guide action. The result was not simply better data. It was a system that made growth opportunities visible and easier for the organization to act on.
The Shift
FROM
Informal cross-selling driven largely by individual knowledge, relationships, and initiative.
TO
A repeatable growth intelligence capability that made opportunity visible, prioritized, and actionable across the regional client portfolio.
NEXT CASE STUDY
Client Retention
How I turned early warning signals into a structured system for identifying risk and protecting important client relationships.
