What is penetration scoring?

A measure of how much of the potential in an account you've captured. Factors include: departments using product, seats vs. potential users, products adopted, and geographic coverage.

How is whitespace identified?

Compare current adoption against company potential (from ZoomInfo firmographics). A 10K-person company using 100 seats has 99% whitespace.

Can I see penetration by product?

Yes. Track which products are adopted in each account and identify cross-sell opportunities.

How does org mapping help?

LinkedIn data shows departments and functions. If you're strong in Sales but absent in Marketing, that's identified whitespace.

What makes an account 'high potential'?

Large whitespace + good health + engaged champion + budget availability = high expansion potential.

Can I track land-and-expand over time?

Yes. See penetration trend—is the account expanding, stable, or contracting? Track velocity of expansion.

How does this integrate with territory planning?

High-potential accounts inform territory assignments. Balance new logo hunting with expansion focus.

What about multi-division companies?

Track penetration by division/subsidiary. Enterprise accounts often have multiple independent buying centers.

Can AMs see their penetration metrics?

Yes. Dashboards show penetration by account, ranked by potential. Clear priorities for expansion focus.

Does this feed into compensation?

Many teams use penetration scores for expansion quotas and commissions. Data is exportable for comp calculations.

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Account Penetration Scorer

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Created by

ElasticFlow Team

Verified Creator

Last update

Last updated 2 weeks ago

Featured Workflow

Setup time

20 minutes

SalesAccount Management

What You Get

Visualize whitespace across your account base

Score accounts by expansion potential

Prioritize AE/AM time on high-potential accounts

Integrations Used

Salesforce

CRM

Social

ZoomInfo

Data Enrichment

SalesAccount ManagementIdentify growth potential

Account Penetration Scorer

Score whitespace and expansion potential across accounts, identify upsell targets, and track land-and-expand progress.

The Problem

What you're dealing with

Whitespace isn't visible
Expansion is opportunistic not strategic
Don't know which accounts to prioritize
Land-and-expand metrics don't exist

The Solution

How we fix it

Whitespace visualization
Expansion potential scoring
Account prioritization
Land-and-expand tracking

Account Penetration Scorer

Score whitespace and expansion potential across accounts, identify upsell targets, and track land-and-expand progress.

Account ManagementSales

Drag to pan

Scroll to zoom

Account Penetration Map

Whitespace analysis with expansion opportunity scores

Expansion Signals

$615K pipeline35 active deals

Time Saved

12h

per rep per week

Improvement

4.2x

better outcomes

Company	Contact	Stage	Deal Value	Expansion Signals	Next Step	Touchpoints
A Acme Corp Outbound	John Smith VP Sales	Proposal	$180,000 60% probability	Key metric signal detectedSecondary signal identified	Executive sponsor call Tomorrow	1564
T TechStart Inc Referral	Sarah Lee CRO	Negotiation	$95,000 75% probability	Monitoring signal	Contract review 2 days ago	2286
E Enterprise Co Inbound	Mike Johnson VP Ops	Discovery	$250,000 35% probability	Action needed soonRecently resolved	Technical review Next week	832
G GrowthScale Event	Lisa Wang CEO	Qualified	$120,000 50% probability	Urgent attention required	Executive briefing This week	1043

Common Expansion Signals

Based on 35 active deals

Usage Growth10 (35%)

Approaching Limits7 (25%)

Feature Interest6 (22%)

Whitespace5 (18%)

42%

Expansion Signals Resolved

+8% vs last month

18.5 days

Avg. Resolution Time

-4.2 days vs last month

1.9

Avg. Expansion Signals/Deal

Expansion Signals Categories

4 categories with severity levels and examples

Examples by Severity

info"Usage up 150% in 30 days"

info"New departments onboarding"

info"Power user adoption growing"

info"Feature usage expanding"

Best Practice

Proactive outreach with upgrade discussion

Severity Gradation System

How expansion signals are classified and prioritized

Hot

Reach out within 24-48 hours

High-intent expansion opportunity - act now

Indicators

Requested upgradeHitting limitsExecutive sponsor activeBudget confirmed

Warm

Include in monthly outreach

Positive signals worth nurturing

Indicators

Growing usageFeature questionsNew stakeholdersPositive sentiment

Future

Add to nurture sequence

Long-term opportunity to track

Indicators

Whitespace identifiedFuture budgetRoadmap alignmentOrganizational growth

Won

Document playbook for similar accounts

Expansion opportunity converted

Indicators

Upgrade closedAdd-on soldNew department liveContract expanded

Real-World Scenarios

See how expansion signals tracking works in different situations

HyperGrowth Inc

Startup scaling quickly with our product

$25K → $150KExpansion

Detected Signals

Usage GrowthUsage up 300% in 60 daysOpen

Approaching LimitsWill exceed seats next weekIn Progress

WhitespaceProduct team wants accessOpen

Outcome

Closed 6x expansion with multi-year commitment

Make It Yours

ElasticFlow is fully customizable — add your own categories, rules, playbooks, and metrics

Custom Expansion Categories

Define your own taxonomy beyond the default categories

Add industry-specific expansion types
Create subcategories for granular tracking
Rename categories to match your methodology
Set category priorities and weights

Automation Rules

Trigger actions automatically when expansion are detected

When critical expansion detected → Alert manager
When threshold exceeded → Create task
When pattern identified → Send notification
When resolved → Update CRM

Response Playbooks

Attach guides and best practices to each category

Link templates for common scenarios
Attach battle cards and talk tracks
Include historical resolution data
Add video training for complex cases

Custom Scoring Weights

Adjust how metrics impact overall scores

Increase weight for deal-blocking factors
Adjust by deal size or stage
Factor in historical patterns
Custom formulas for health scores

CRM Field Mapping

Control exactly where data lands in your CRM

Map to custom CRM properties
Create dedicated tracking objects
Sync to Deal/Contact/Account
Update stage based on metrics

Alert Configuration

Get notified about metrics that matter

Slack alerts for critical issues
Daily digest by category
Email when metrics persist
Manager escalation paths

Start with Templates, Customize as You Go

Every workflow comes with sensible defaults that work out of the box. As you learn what matters for your team, customize categories, add playbooks, and build automation rules. Your configurations are versioned and can be shared across your organization.

What You Can Build

Turn expansion signals data into strategic advantage

Net Revenue Retention

Maximize NRR through proactive expansion

140% NRR achieved60% more expansion revenue

Account Prioritization

Focus expansion efforts on highest-potential accounts

3x more efficient targeting45% higher conversion

What You'll Get

Visualize whitespace across your account base

Score accounts by expansion potential

Prioritize AE/AM time on high-potential accounts

Track land-and-expand effectiveness

Customize to Your Needs

This workflow is fully customizable to match your specific business needs:

Add or remove integrations - Connect any tools from our marketplace to extend functionality
Adjust logic and conditions - Modify triggers, filters, and branching logic to fit your processes
Map custom fields - Define how data flows between your tools with our visual field mapper
Set up notifications - Get alerts when workflows complete, fail, or need attention

How to Set Up

Get started in 20 minutes with these simple steps

Connect Salesforce

Salesforce

Pull account and adoption data

Connect ZoomInfo

ZoomInfo

Enrich with company intelligence

Connect LinkedIn

Map org structures

Define Products/Segments

Configure what counts as penetration

Enable Scoring

Start calculating penetration scores

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