// Sales
Upsell
Moving an existing customer to a higher tier, more seats or a bigger contract.
In depth
Upsell is the highest-margin revenue in SaaS: no CAC, existing champion, existing integration. Measured as expansion ARR / starting ARR, contributing to NRR.
Related terms
Cross-sell
Selling an additional product or SKU into an existing customer.
Expansion ARR
Incremental ARR from existing customers via upsell, cross-sell, seat expansion or usage growth.
NRR
Net Revenue Retention, % of recurring revenue retained from existing customers over 12 months, including expansion, minus churn and contraction.