RACI Model for Expansion Revenue Teams

The RACI model for expansion revenue teams is a responsibility assignment framework used to clarify the roles of Customer Marketing, Customer Success, and Sales in collaborative workflows designed to increase revenue from existing customers. It defines who is Responsible for doing the work, who is Accountable for the outcome, who must be Consulted for input, and who needs to be kept Informed of progress. This structure helps to eliminate confusion, prevent duplicate work, and ensure smooth handoffs between the teams that own the post-sale customer journey.

Why it matters — RACI Model for Expansion Revenue Teams

Generating expansion revenue is a complex, cross-functional endeavour. Without a clear framework, organisations often face significant challenges that hinder growth and damage the customer experience. Common problems include role ambiguity, where Customer Success Managers (CSMs) are unsure if they should be selling, or when Customer Marketing communicates with an account that Sales is actively pursuing for an upsell. This leads to friction, with teams competing for influence or, conversely, letting opportunities fall through the cracks because no one feels a clear sense of ownership.