CASE STUDY 2

Cross-Sell Intelligence

Turning a fragmented pursuit process into a governed system for better decisions, faster execution, and stronger pursuit performance.

  • 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

  • Portfolio Qualification
    Business rules identify accounts with meaningful expansion potential and focus attention where additional investment is warranted.

  • Opportunity Intelligence
    Client, relationship, regulatory, CRM, and historical data are brought together to surface relevant signals and potential needs.

  • Prioritization & Scoring
    Qualified opportunities are evaluated consistently so teams can distinguish higher-potential accounts from general activity.

  • Team & Strategy Matching
    Opportunities are directed to the people and expertise best positioned to pursue them, with account-specific intelligence guiding the next action.

  • Performance Intelligence
    Leadership gains visibility into opportunity progression, ownership, outcomes, and where additional support may be needed.

I designed a governed RFP operating model that combines qualification standards, structured collaboration, reusable knowledge, AI-assisted analysis, and human review.

“The challenge was turning scattered signals into a clear decision about where to focus, who should act, and what should happen next.”

My Role

I designed the capability from concept through regional implementation, including the operating model, qualification logic, workflow, technology, strategic-account process, adoption, and performance reporting.

  • Defined the portfolio qualification and prioritization model

  • Connected multiple internal and external data signals

  • Designed account scoring and opportunity workflows

  • Built leadership dashboards and performance reporting

  • Developed the strategic-account stewardship process

  • Integrated AI-assisted research into account preparation

  • Established ownership, follow-through, and review standards

  • Partnered with leadership and producer teams to refine the model based on results

The Result

A smarter growth capability that turned client intelligence into focused action.

  • More Focused Growth

    Teams could concentrate attention on accounts with stronger evidence of need, fit, and opportunity.

  • Stronger Account Penetration

    The system made it easier to identify where additional capabilities could create meaningful value for existing clients.

  • Better Portfolio Visibility

    Leadership gained a consistent view of qualified growth opportunities across the client portfolio rather than relying on isolated knowledge.

  • Smarter Resource Allocation

    Producers, specialists, and leadership could direct time and expertise toward opportunities with greater strategic potential.

Data creates value when the organization has a system for turning signals into decisions and decisions into action.

WHAT THIS DEMONSTRATES

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.

That is the pattern I look for in growth strategy: make the opportunity visible, make the decision easier, and build a system that helps people act consistently.

The Shift

FROM

Informal cross-selling driven largely by individual knowledge, relationships, and initiative.

TO

A portfolio-wide intelligence capability built around qualification, prioritization, account insight, and coordinated action.

NEXT CASE STUDY

Client Retention

Turning early warning signals into a structured system for identifying risk and protecting important client relationships.

Next Case Study: Client Retention