Identify cross-sell opportunities by adjacent function
A Claude prompt that takes a multi-product company and identifies the right adjacent-function buyer at an existing customer for a cross-sell. The user describes the product already deployed and the second product being pitched. The prompt surfaces verified leaders in the new function and maps a warm-introduction path from the existing champion to the target buyer.
Same customer. Same regions. Different function. Different budget owner. The cross-sell motion that converts an installed account into a strategic account.
Once Lusha is connected in Claude, the connector runs in the background — no special syntax needed. Just describe both products and the customer, then run.
Images on this webpage are for illustrative purposes only. Any named individuals shown in live demo outputs are real, with last names abbreviated for privacy.
The prompt
<context>
My company sells multiple products. I have an existing customer using Product A. I want to identify the right buyer at the same customer for Product B, which lives in an adjacent function.
The existing engagement:
- Customer name / domain: [CUSTOMER]
- Product A (already deployed): [PRODUCT NAME — e.g., sales productivity platform]
- Function we sold Product A into: [Sales / Engineering / Marketing / etc.]
- My champion at the customer: [NAME, TITLE]
The cross-sell:
- Product B (the cross-sell): [PRODUCT NAME — e.g., marketing intelligence]
- Function that owns Product B: [Marketing / RevOps / Finance / etc.]
- Buyer profile for Product B: [seniority level + role family]
</context>
<task>
1. Use Lusha to find the verified leadership in the cross-sell function at the customer account:
- The C-suite owner of the function (CMO, CTO, CFO — the right one for the cross-sell product)
- 1-2 VP-level leaders running operational areas inside the function that match the product's use case
- 1 Director-level operator who is likely the day-to-day evaluator
2. For each contact, return:
- Full name and current title
- Validated email
- Direct dial or mobile (with DNC where applicable)
- Buyer role for the cross-sell (economic, operational, technical evaluator)
- Warm-intro path — one sentence on how my existing champion can route the introduction
3. Surface the cross-sell rationale per buyer — one sentence on why this specific person, in this specific function, is the right buyer for Product B given the customer's current state and recent signals.
4. If recent buying signals on the customer (funding, hiring surge in the new function, product launches) make the cross-sell timing especially strong, flag those signals in the response.
</task>
<constraints>
- The cross-sell is to an adjacent function, not the same function. If Product B sells to the same buyer as Product A, this is upsell, not cross-sell — use the multi-thread prompt instead.
- The warm-intro path matters. A cross-sell introduction routed through the existing champion converts at a multiple of a cold outreach. Surface a specific intro route (e.g., "the existing champion's RevOps peer is the natural bridge").
- Do not invent contacts or signals. Surface only what Lusha returns.
- Cap at 4 target buyers per cross-sell. The output should fit on a single discovery brief.
</constraints>What you'll get back
Input: Existing engagement — sales productivity platform deployed at Snowflake, sold into Sales (champion: Keegan R., SVP Sales Americas). Cross-sell product — marketing intelligence platform. Target function — Marketing. Buyer profile — CMO plus operational VPs.
Output: 4 verified target buyers identified across Marketing leadership at Snowflake, with warm-intro paths from the existing Sales champion. Below is the real result from running the prompt against the live Lusha connector.
| Contact | Title | Buyer role | Warm-intro path |
|---|---|---|---|
| Denise P. | Chief Marketing Officer | Economic buyer | Keegan’s CRO peer relationship — Keegan and Denise sit on the GTM executive team together; intro via a joint GTM topic |
| Hillary C. | Vice President of Growth Marketing | Operational buyer | Sales-marketing alignment angle — Growth Marketing partners with Sales on revenue motion; intro via a shared pipeline review |
| Karen B. | Vice President of International Marketing | Operational buyer (regional) | Regional GTM angle — Sales-Americas under Keegan partners with International Marketing on regional campaigns; intro at the next regional QBR |
| Nuri C. | Head of Product Marketing | Technical evaluator | Adjacent functional — Product Marketing partners with Sales on enablement and competitive positioning; intro via a competitive briefing |
The cross-sell rationale layered into each row gives the CSM/AM a specific reason this person matters for the cross-sell, not just a list of Marketing contacts.
Cross-sell rationale per buyer
- Denise P. (CMO): Marketing intelligence sits at the strategic top of the marketing stack and crosses the CMO’s desk for budget approval at this dollar tier. Snowflake’s three AI acquisitions plus the agentic-AI product direction make 2026 a year of accelerated marketing investment — economic buyer is positioned to expand the marketing tech stack.
- Hillary C. (VP Growth Marketing): Growth Marketing owns demand generation and the metrics that marketing intelligence improves directly. She’ll be the operational sponsor and the most credible reference for value during evaluation.
- Karen B. (VP International Marketing): EMEA and APAC Marketing operate distinct campaigns from the US Marketing org. International Marketing often has its own tech stack and budget — a parallel cross-sell opportunity if International isn’t covered by the central deal.
- Nuri C. (Head of Product Marketing): Product Marketing’s role in competitive positioning makes them a frequent technical evaluator for marketing intelligence tools — they’ll validate whether the data is actionable for messaging and competitive analysis.
Signal alignment
Snowflake’s recent 3 AI-related acquisitions (TensorStax, Select Star, Observe) plus the new CSTO role signal a strategic shift toward AI-driven operations across the company. Marketing intelligence that helps Snowflake’s Marketing function understand the agentic-AI market — where they’re competing, who’s buying, what messaging lands — aligns with the company’s public direction. The cross-sell timing is structurally good.
Recommended sequence
- Keegan (existing champion) introduces the value of the marketing intelligence product to Hillary C. (operational buyer, lowest social cost) at the next pipeline review
- Hillary’s interest converts into a brief co-led by Hillary and Keegan that goes to Denise P. (CMO) for budget consideration
- Nuri C. comes into the technical evaluation phase
- Karen B. is approached separately as a regional cross-sell once the US Marketing motion lands
One credit consumed for the CMO confirmation lookup. Other contacts reused from data verified earlier in the gallery.
Why use Lusha in Claude
Cross-sell is the most under-executed expansion motion in B2B. The CSM or AM has earned credibility with one function but is structurally unequipped to pitch a different function — the relationship is in Sales, the new product sells to Marketing, and the introduction never happens. Three patterns repeat across every cross-sell motion.
The warm-introduction path is the actual deliverable. A cold cross-sell outreach from the CSM to the new function’s buyer converts at the same rate as any cold outreach — low. A cross-sell introduction routed through the existing champion converts at multiples of that. The prompt’s most valuable output isn’t the target buyer list. It’s the intro path per buyer — the specific reason the existing champion has a natural pretext to introduce. Without that, the contact list is a name list. With it, the contact list is a campaign plan.
The rationale per buyer separates cross-sell from generic prospecting. Pitching a marketing intelligence product to a CMO works for one reason. Pitching it to a VP of Growth Marketing works for a different reason. Pitching it to a Head of Product Marketing works for a third reason. The prompt surfaces each rationale because the discovery conversation has to differ by buyer. A CMO won’t engage on a workflow-efficiency message. A Director won’t have the authority to discuss strategic AI direction. The right message per role is the difference between a meeting and a no-show.
Signal alignment is a credibility multiplier. When the existing customer is publicly investing in a direction that aligns with the cross-sell product’s value, the pitch lands materially harder. Snowflake’s three AI acquisitions plus the new CSTO are the kind of signals a Marketing leader is already discussing internally. A cross-sell outreach that references that public direction reads as informed, not opportunistic. The prompt’s signal layer surfaces this alignment automatically.
Data drawn from 300M+ verified contacts under GDPR, CCPA, SOC 2, ISO 27701, ISO 31700, and TRUSTe.
FAQ
How is this different from the multi-thread map prompt?
The multi-thread prompt surfaces adjacent function leaders as contacts the existing engagement should touch — relationship insurance, not commercial pitches. This prompt surfaces them as target buyers for a different product with a structured cross-sell motion attached. Different output framing because the user moment is different. Multi-thread is “who else should know us.” Cross-sell is “who else should buy something else.”
What if my company only sells one product?
The prompt doesn’t apply. Single-product expansion happens through more seats, new regions, or new business units — covered by Prompts 1 and 3 of this gallery. Cross-sell requires a distinct second product that sells into a different function. Companies adding a second product line typically run this prompt as the first expansion motion for the new product.
How do I know if my existing champion will make the introduction?
The intro-path column in the output is a hypothesis, not a guarantee. The CSM still has to ask the champion. The prompt’s job is to surface a credible pretext for the ask — “Hillary in Growth Marketing works closely with you on pipeline reviews; would you introduce us in our next session?” is more answerable than “can you introduce me to your Marketing team?” The credibility is in the specificity.
Should I run this for every product line my company sells?
No. Run it for the product line where the customer’s current signals make timing right. The signal alignment section of the output flags this — when the customer has recent activity that maps to the cross-sell product’s value, run that one first. When no signals align, the cross-sell can wait until they do.
What if my champion is the same person who would also evaluate the cross-sell?
That’s upsell to the same buyer, not cross-sell to an adjacent function. The multi-thread map prompt or a direct expansion conversation with the existing champion is the right approach. This prompt is built for the case where the buying group is structurally different.
Can I combine this with the customer-health Skill?
Yes. The Customer Health to Action Skill identifies which customers are READY for expansion. Once a READY customer is flagged, this prompt identifies which product to cross-sell and to whom. The combined workflow is: Skill scans the book for expansion-ready accounts → this prompt maps the right cross-sell buyer per account → the Prospect-to-Outreach Skill drafts the warm-intro request to the existing champion plus the follow-up outreach to the cross-sell buyer.
Ready to build this?
Get started with Lusha and set up this play in minutes.
