Whitespace & Upsell

Identify upsell and cross-sell opportunities across your customer base using the whitespace matrix, filters, and campaign export.

Written By Victor Raessen

Last updated 4 days ago

The whitespace module helps you identify upsell and cross-sell opportunities within your existing customer base. It visualizes which services each customer is using and highlights gaps where they could benefit from additional solutions.

Note: The whitespace module requires the whitespace feature to be enabled and the Whitespace viewer permission.

How it works

The whitespace view is a grid: customers as rows, service categories (billing codes from your PSA) as columns. Each cell (tile) represents whether a customer has an active service in that category.

Whitespace matrix with customers as rows and service categories as columns
Whitespace matrix with customers as rows and service categories as columns Feb 20, 2026
Contract detail popover showing service line items, costs, and revenue
Contract detail popover showing service line items, costs, and revenue Feb 20, 2026

Tile colors

Color

Meaning

GreenCustomer has active services in this category. Shows monthly recurring revenue (MRR). Click to view contract details
BlueCustomer does NOT have this service — upsell opportunity. Click to create a quote or opportunity
YellowCustomer has an open proposal for this service category. Click to view the quote

Additional indicators:

  • Red dot — Underbilling: the customer's unit price is below the list price
  • Best Upsell badge — Highlights the top upsell opportunity per category
  • Notes icon — A tile has a note attached with context about why or why not to sell
Tile popover showing revenue, underbilling badge, and Add note option
Tile popover showing revenue, underbilling badge, and Add note option Feb 20, 2026

Selling from whitespace

Use the I want to sell search to find products and see which customers could benefit. The grid updates to show Create (upsell opportunity) and Open (existing proposal) buttons per customer.

Filtering by product with
Filtering by product with "I want to sell" search and hide toggle Feb 20, 2026
Product detail panel showing matching products with prices and categories
Product detail panel showing matching products with prices and categories Feb 20, 2026
Selecting a product to sell and filtering the customer grid
Selecting a product to sell and filtering the customer grid Feb 20, 2026
Toggling
Toggling "Hide customers who already have this" to focus on prospects Feb 20, 2026

Filters

Filter

Description

I want to sellSelect products from your portfolio to analyze against your customer base
To customers who haveFocus on customers already using specific services
Service codeFilter by specific billing code categories
Contracts ending inShow contracts expiring within a time range
Contract name / categoryFilter by contract details
Account managerFilter by assigned account manager
Underbilling servicesShow only customers paying below list price
Group by parent companyGroup subsidiary companies under their parent
Not Service Code filter to find customers missing a service
Not Service Code filter to find customers missing a service Feb 20, 2026
Service Code filter to find customers with a specific service
Service Code filter to find customers with a specific service Feb 20, 2026
Contracts Ending In filter with time range options
Contracts Ending In filter with time range options Feb 20, 2026
Contract Name filter with individual contract checkboxes
Contract Name filter with individual contract checkboxes Feb 20, 2026
Contract Category and Having At Least One Service filters
Contract Category and Having At Least One Service filters Feb 20, 2026
Account Manager filter with customer counts per sales rep
Account Manager filter with customer counts per sales rep Feb 20, 2026
Having Underbilling Services filter (Yes/No/Display all)
Having Underbilling Services filter (Yes/No/Display all) Feb 20, 2026

Managing columns

Admins can reorder service category columns by dragging in the Manage Columns panel. Column order is saved for all users. New categories from your PSA are automatically added, and stale categories are cleaned up.

Whitespace matrix with Monthly Revenue column highlighted
Whitespace matrix with Monthly Revenue column highlighted Feb 20, 2026
Individual service category column with per-customer revenue values
Individual service category column with per-customer revenue values Feb 20, 2026

Notes on tiles

Add notes to any tile to record context about a customer's service status — for example, "competitor already provides this" or "renewal scheduled for Q3." Notes are visible to all users with whitespace access.

Tile popover with Add note option and I want to sell filter active
Tile popover with Add note option and I want to sell filter active Feb 20, 2026

Campaign export

Export the filtered whitespace data as a CSV file for marketing campaigns. The export includes: company name, contact first/middle/last name, and email address.

Cell popover with revenue value and Add note button for campaign context
Cell popover with revenue value and Add note button for campaign context Feb 20, 2026

Note: CSV export requires the export feature to be enabled.

Contract items

The Contract Items tab provides a detailed view of all contract line items across your customer base. Group items by:

  • Vendor and service
  • Customer and service
  • Service code and vendor

The table shows quantities, list price, revenue, vendor cost, markup/margin, and profit — giving you full visibility into your recurring services portfolio.

Contract expirations

The Contract Expirations tab shows a 12-month visual calendar of when customer contracts are due for renewal. This helps you proactively reach out before contracts expire and competitors can step in.

Contract expirations calendar with 12-month renewal opportunity values
Contract expirations calendar with 12-month renewal opportunity values Feb 20, 2026
Contract detail dialog with Create Renewal Proposal button and line items
Contract detail dialog with Create Renewal Proposal button and line items Feb 20, 2026

Access it from the whitespace module's Contract Expirations tab, or via the dashboard's expiring contracts insight card.

See also