Unleash the power of the installed base: Identifying cross-selling opportunities from solution offerings

Cross-selling for solution offerings in the post-deployment phase is under-researched. This study posits that although providers of have more opportunities to expand their business through enhanced cross-selling opportunities, three mechanisms determine what extent materialize: modularity, sales-service cooperation, and value assessment tooling. Using data collected from 220 US firms, we test our conceptual model while correcting potential endogeneity. The findings confirm two these help firms leverage solutions by contributing customer satisfaction financial performance. Sales-service cooperation has a strong positive moderating effect, whereas tooling shows substitution effect together with offering, driving opportunities. We also find diminishing returns on satisfaction, implying an optimum level exists.