Unlock New Revenue Opportunities With HubSpot’s Cross-Sell/Upsell Agent

Growing revenue from existing customers is one of the most efficient paths to scaling a business. But identifying the right cross-sell or upsell opportunities isn’t always straightforward—especially when data lives across CRM records, deal histories, and product catalogs. That’s where HubSpot’s Cross-Sell/Upsell Agent comes in.

This Agentic AI tool analyzes your CRM, product library, and past customer interactions to uncover high-value opportunities you might otherwise miss. Whether you want to introduce customers to add-on features, expand them into new products, or increase account value strategically, the agent gives you a data-backed roadmap.

In this blog, we’ll break down how the Cross-Sell/Upsell Agent works, how to configure it, and why it’s becoming a must-have for revenue-driven teams.

What is the Cross-Sell/Upsell Agent?

The Cross-Sell/Upsell Agent is designed to help you grow existing accounts by identifying opportunities for expansion. Instead of manually researching each customer, the agent analyzes:

• Your product catalog

• Customer purchase history

• Engagement data

• Company activities

• Public information

• Deals, tickets, and past communications

• Behavioral patterns

It then generates a strategic, actionable report highlighting both why an account is a strong candidate for an upsell and how you should approach the conversation.

This makes it an invaluable tool for:

• Account Managers

• Customer Success Managers

• Solutions Engineers

• Revenue Operations teams

• Sales reps handling expansions

Configuring the Agent for Best Results

Before running your first analysis, you’ll customize how the agent thinks and what context it uses to build its output.

1. Define Your Value Proposition

This is critical.
The value proposition tells the agent:

• What your company sells

• What differentiates your solutions

• What kinds of outcomes you deliver

It’s a single guiding sentence the agent uses to tailor all recommendations.

2. Manage User Inputs

You can require the user to enter additional data, such as:

• Company name

• Customer ID

• Relevant CRM objects

• Uploaded documents

• Custom inputs needed for deeper analysis

3. Specify Agent Behavior

In the configuration text box, you can instruct the agent:

• What data sources to prioritize

• How to structure the output

• Which product categories to emphasize

• How to incorporate internal documents or research assets

4. Publish Your Configuration

Once the agent is configured the way you want, simply hit Publish and it will be ready for use.

Running the Cross-Sell/Upsell Agent

Once your setup is complete:

1. Go to the agent.

2. Enter the target company—for example, Airbnb.

3. Click Run Agent.

The Cross-Sell/Upsell Agent will analyze:

• Your product catalog

• Past activity with the target company

• Current deals and lifecycle stage

• Their existing product usage

• Customer behavior patterns

• Publicly available information

Within moments, it generates a comprehensive upsell report.

Inside the Upsell Report: What You’ll Receive

The agent produces a tailored analysis that includes:

1. New Opportunity Identification

It highlights products or services the customer has not purchased but would benefit from based on:

• Their past interactions

• Their stage in the lifecycle

• Similar customers who bought these products

• Account usage patterns

• Observed challenges

You’ll see exactly why each opportunity is relevant.

2. Smart, Role-Aware Strategies

The agent doesn’t just list ideas—it tells you how to act on them.

It builds recommended outreach strategies inspired by:

• Closed-won examples from similar companies

• Past successful engagements

• Industry context

• Product fit

This helps Account Managers, Sales Reps, and CSMs approach each opportunity with confidence.

3. Tailored Enablement Assets

To further support your upsell conversation, the agent can generate:

• Custom case studies

• Talk tracks

• Mini value stories

• Problem-solution narratives

• Messaging suggestions

• CRM-logged upsell plans

Everything is stored directly on the CRM record for seamless collaboration.

4. External and Contextual Insights

The agent also references public information such as:

• Industry news

• Organizational changes

• Recent press

• Market trends

This helps you tailor your timing and messaging for maximum impact.

Why Teams Love the Cross-Sell/Upsell Agent

Here are the biggest advantages revenue teams gain:

1. Identifies Opportunities You Might Miss

By analyzing CRM activity, products purchased, industry indicators, and behavioral patterns, the agent uncovers expansion paths that may not be obvious at first glance.

2. Reduces Manual Research Time

Instead of digging through records, comparing accounts, or scanning deal histories, reps can rely on the agent’s synthesized view.

3. Strengthens Customer Relationships

The agent’s recommendations are value-driven—not pushy—ensuring upsells feel aligned with customer needs, not sales pressure.

4. Creates Consistency Across Teams

Everyone uses the same strategy and data foundation, minimizing guesswork and maximizing alignment.

5. Makes Your Product Catalog Work Harder

Many companies underutilize their own SKUs.
This agent ensures every product in your catalog contributes to revenue expansion.

Final Thoughts

The Cross-Sell/Upsell Agent turns your CRM, product catalog, and customer interactions into a powerful revenue-expansion engine. It identifies high-value opportunities, builds strategic recommendations, and equips your team with the assets they need to confidently grow account value—without hours of manual research.

In a world where scalable revenue depends on maximizing every customer relationship, the Cross-Sell/Upsell Agent is a game-changer.