Grow

Part of The Playbook — phase 5 of 5: Onboard → Adopt → Risk → Renew → Grow.

Expansion: a second, smaller onboarding

The reward for the earlier phases going well, run by the growth motion rather than the save motion — the positive-signal counterpart to the play library, triggered by a thriving health score instead of a declining one. Treat expansion like a second, smaller onboarding: it has its own time-to-value clock, and skipping that discipline because "they're already a customer" is how expansion deals quietly become the next churn risk. Route an expanding account back through Onboard's deploy discipline for the new footprint, not around it.

Advocacy

References, case studies, community participation. The lagging proof that every earlier phase worked — and a leading indicator in its own right, since an account still willing to advocate is rarely one about to churn.

Where this feeds

Growth and advocacy signals loop back into Adopt's health score, and a successful expansion restarts the cycle: the newly expanded footprint gets its own onboarding clock.