Business Context

NotionFlow is a B2B SaaS company with two paid products: Core Project Management and Analytics Pro. Leadership launched a cross-sell motion to sell Analytics Pro into the existing Core customer base. After one quarter, the CRO says the program is working because cross-sell pipeline grew from $1.8M to $2.6M, while Finance argues the motion is underperforming because only 420 of 12,000 eligible customer accounts purchased the add-on.

Metric Scenario

You are asked to recommend the best KPI for this cross-sell motion and explain how to operationalize it. Current quarter data: 12,000 eligible Core accounts, 3,600 accounts received a sales or in-product cross-sell touch, 1,050 booked a demo, 620 started a trial, 420 purchased Analytics Pro, and first-quarter cross-sell ARR closed was $1.26M. Of the 420 purchases, 110 churned within 90 days, and average expansion ARR per retained cross-sold account is $3,400. Sales wants a KPI tied to quota attainment; Product wants one that reflects adoption quality; Finance wants one tied to durable revenue.

Requirements

1. Define the primary KPI you would use for the cross-sell motion and justify why it is better than pipeline, raw bookings, or trial starts.
2. Specify the exact numerator, denominator, eligibility rules, and measurement window.
3. Identify 2-3 supporting metrics and guardrails needed to interpret the KPI correctly.
4. Show how you would decompose the KPI to diagnose weak performance.
5. Explain how the KPI should differ for sales-led vs in-product cross-sell channels.

Data Available

• accounts: account_id, plan_type, contract_start_date, ARR, industry, seat_count, region
• cross_sell_touches: account_id, touch_date, channel, campaign_id, owner_role
• product_trials: account_id, trial_start_date, activated_key_feature, trial_end_date
• subscriptions: account_id, product_name, purchase_date, ARR, cancel_date
• product_usage: account_id, feature_events, active_users, weekly_usage_minutes