How do I build a cross-sell play in Salesforce?

Build a cross-sell play by defining the eligible audience once, then having Salesforce auto-enroll each qualifying account into a campaign, task the AE, and start a sequence, with guardrails so an account is pitched once and never two offers at the same time. A play turns a cross-sell list into a motion that runs itself, so expansion does not depend on anyone remembering to work it.

The signals that decide who is eligible come from your own internal data, product usage and revenue tracked over time against each account's plan, and SignalRx keeps the fit and health scores behind the audience current on the account and the contact, right inside Salesforce, so the play works off live truth rather than external guesswork.

This guide is the Salesforce build, how the play is wired together. For a fully worked instance of it, see the day-30 cross-sell play, and for the audience it consumes, see finding cross-sell opportunities.

What defines the play's audience?

The audience criteria are the whole play, and they recalculate as accounts change. An account qualifies when it owns the core product, lacks the add-on, scores Fit High or Moderate for it, sits in the Expand or Maintain health tier, has no open expansion deal, and is not already in another expansion play. In healthcare the fit test behind those criteria reads real attributes, specialty from the NPPES taxonomy, size and setting from CCN-keyed CMS data, and ownership resolved up to the MSO or private-equity parent, and where a customer record is thin SignalRx fills the gaps from public sources so a genuinely eligible account is not dropped for a missing field.

Illustrative example

Illustrative, based on how SignalRx customers work. A vendor cross-selling an e-prescribing add-on to EHR customers defines the audience as customers who own the EHR, lack e-prescribing, score Fit High for it, and are in the Expand or Maintain tier. A regional group that just finished onboarding the EHR qualifies overnight. Salesforce adds its contact to the e-prescribing campaign, tasks the AE, and starts the sequence, all without anyone building a list by hand.

What guardrails matter?

Three keep the customer experience clean: enroll each account once, exclude accounts already in another expansion play, and skip accounts in the Triage or At Risk tiers. Together they ensure a customer never gets two pitches from two reps in the same week, the failure mode covered in avoiding two offers at once.

Key takeaways

• The audience criteria are the play, and they recalculate automatically.
• On qualify, Salesforce fires campaign, then task, then sequence.
• Guardrails keep it to one pitch at a time and skip unhealthy accounts.

See it in action: Increase Customer Revenue with SignalRx.

Related: How do I cross-sell at day 30? and How do I avoid pitching two offers at once?