Account Planning

2023 Guide To White Space Analysis

Posted On
May 4, 2023
Resource Type
Account Planning
collaborating with a team

The Keys To Growing Your Key Accounts

grow your existing accounts

Understanding where there is an opportunity to grab additional revenue from your customers is a priority for every GTM today and is also referred to as a white space analysis. To generate revenue, companies need to have a good understanding of their customers and the market they operate in. White space analysis is a useful process that can help companies identify new opportunities to generate revenue by uncovering critical details in their strongest accounts. Part of this analysis needs to examine:

  1. What do my best accounts look like? Who continues to spend more money?
  2. Which types of accounts have the highest LTV?
  3. Is there a specific industry or two where your team typically has the most success and provides the most value from your products and services? Operations, strategic account management teams, and sales should work together to analyze and identify the account or accounts that are most likely to spend more with your business.
  4. Are you documenting upsell potential in your Salesforce CRM? An easy first step if you sell a product is to gather a sense of what the full potential for licenses in that account looks like.

What is White Space Analysis?

White space analysis is the exercise of identifying new business opportunities by looking for gaps or “white space” in the market, and generally in your customer accounts. In traditional market analysis, companies typically look at their competitors and the market they operate in to find opportunities to differentiate themselves. However, white space analysis takes a different approach by looking at the gaps in the market that are not currently being served by anyone.

To conduct a white space analysis, companies need to look at customer data to identify patterns and trends that they may have overlooked. This data could include information such as customer demographics, purchase history, and behavior on the company’s website. By analyzing this data, companies can gain insights into the needs and preferences of their customers, and identify areas where they can improve their offerings.

White Space Mapping

White space mapping is a key component of white space analysis. It involves creating a visual representation of the gaps or “white space” in the market. This map can help companies identify areas where they can differentiate themselves and target new customers.

To create a white space map, companies need to identify the key accounts or customers that they currently serve. You can obtain this information from the company’s Salesforce CRM or sales process. Once these accounts have been identified, the company can then look for patterns and trends in the data to identify gaps in the market that are not currently being served. Extensive knowledge of who the different stakeholders are in the business units you’ve yet to sell into is research that needs to be done. Map them out, leverage your champions to make introductions, and help you understand the value they’re seeking in a new solution.

White space is there for the taking, but you need to map out the business units, subsidiaries, key stakeholders, and ideally the competitive products already being used if possible. Once this research is completed, a white space opportunity for relevant accounts should become increasingly clear. This sales strategy will help your team drive continuous revenue in downturns, improve NRR, and make your product or service stickier as you get more engrained in that account.

Areas Of Opportunity & Metrics To Track

As you begin to analyze your findings and look at your business today, here are a few metrics you need to look out for:

  1. Retention – Look at your customers who continue to stay with you year after year. What do they look like? Which teams use your product or service and get the most out of it? This is one factor and datapoint to leverage.
  2. Product Family Sales – Which products are you selling the most? Segment customers who have purchased one product and could benefit from other current offerings to enhance that initial purchase.
  3. Product Usage – If you’re a subscription/seats-based business, understanding who has tapped out their licenses or is heavily using the product is a good sign.
  4. Competitor market share – Look at your customer base and map out if your competitors have any presence within the account. This could be beneficial for existing accounts at risk, but also a way you can serve them.

Benefits of White Space Analysis

There are several benefits to conducting a white space analysis. First, it can help companies identify new revenue opportunities. By uncovering customer insights that they may have previously overlooked, companies can find new ways to generate revenue and grow their business.

Second, white space analysis can help companies improve their relationships with key accounts. By identifying areas where they can improve their offerings, companies can provide better service to their key accounts and build stronger relationships with them.

Third, white space analysis can inform strategic initiatives. By identifying areas where the market is underserved, companies can develop new products or services that fill these gaps and differentiate themselves from their competitors.

Complete Guide Of Data To Map Out Whitespace In Your Business

Identifying stakeholders in a white space analysis project.

  1. Key stakeholders: You guessed it, who are the decision-makers and end-users you need to build trust with to win additional business from the customer? Are there any pre-existing relationships between the teams? Which area of the company do you have the most support to help you engage a new team? Having all of this engagement and activity information in one area helps
  2. Sales Data: Pull different resources together internally to put a full assessment together of where you have gaps whether it be by product, business unit, subsidiary or child accounts, country, etc. The more products and services you sell, the more opportunity there is to find a niche segment within an account and drive different solutions in front of them for the additional pipeline. Put an overview together for your marketing team to help provide coverage for your sales team, and take your findings and learnings from the relationship up to that point in time to customize your strategy to engage different people.
  3. White space analysis template: Having a template or format your team can consistently use to calculate market potential is a must. Whether it’s an account manager, sales rep, or operations professional, the search to uncover pipeline that is there to be had requires structure and guardrails.

White Space Opportunities

Areas in the market that are not currently being served by anyone are white space opportunities. By identifying these opportunities, companies can develop new products or services that fill these gaps and help drive positive results.

To identify white space opportunities, companies need to look at customer data to identify patterns and trends that they may have overlooked. This data could include information such as customer demographics, purchase history, and behavior on the company’s website. By analyzing this data, companies can gain insights into the needs and preferences of their customers. You can begin to identify areas where they can improve their offerings.

Upfront Work

Conducting a white space report requires companies to have access to customer data. As well as the ability to analyze this data to identify patterns and trends. They also need to have a deep understanding of their sales process and key accounts to identify areas where they can improve their offerings.

To conduct a white space analysis, companies should start by creating a relationship mapping exercise. This involves identifying key accounts and stakeholders within the company and mapping out the relationships between them. Once companies have mapped these relationships, they can then start upselling. Identify areas where they can improve their offerings and fill gaps in the market.

Companies should also look at customer data to identify patterns and trends that they may have overlooked.


How do you identify white space?

White space is identified through a white space analysis tool or some manual digging. It looks into stakeholders, business units, the products or services you sell, and the coverage or gaps that currently exist in the customer. Leveraging your Salesforce CRM is a great way to do this. Find quick gaps and opportunities for your key account management team to help uncover and grow. What are their priorities? We need market research to find out.

How do your additional products or services complement that need? Other teams are currently using competitors? Which segments, businesses, or locations typically prove to be the most lucrative? Innovation, collaboration, and incentives need to be in place to capture all of that existing white space market that is available. Powerful insights are sitting in your Salesforce CRM. They can provide a competitive advantage if you’re consistently out in front of others.

What is an example of white space in marketing?

White space in marketing is another terminology to describe an opportunity to advertise to different teams. This includes geographies or personas based on the number of products or services currently being used. It helps when these valuable insights can be uncovered quickly and acted upon. Leverage targeted 1:1 campaigns, or campaigns at scale for a specific industry that has similar types of companies or people who need to be marketed to. Selling and upselling starts with a strong knowledge of your customer and what those customers can expect to solve and improve upon if they add other solutions from your product suite to their mix.

Why is white space important in B2B business?

White space analysis is crucial for customer success managers at B2B businesses because it helps uncover untapped opportunities within their customer base, driving selling opportunities and fostering long-term customer satisfaction. By focusing on white space analysis, customer success managers can achieve the following:

  1. Identify Growth Opportunities: White space analysis work enables customer success managers to identify areas where customers have unmet needs or underutilized aspects of their products or services. By understanding these gaps, you can tailor your offerings to address those specific needs, creating opportunities for upselling, cross-selling, or expanding product adoption. New opportunities are out there, it’s crucial for a business to be able to identify them.
  2. Enhance Customer Relationships: By proactively engaging with customers through white space analysis, you demonstrate that you understand their evolving needs and are committed to their success. This builds stronger relationships based on trust and mutual growth. When you can provide tailored solutions and recommendations, customers perceive you as a strategic partner invested in their success. Use your Salesforce or CRM to track and leverage these partnerships with your customers.
  3. Drive Revenue Growth: White space analysis allows you to maximize revenue within your existing customer base. By identifying untapped opportunities, you can strategically position your products or services to meet those needs. This approach not only increases sales but also improves customer lifetime value and overall profitability. Account planning is a key method many B2B teams use when trying to expand
  4. Stay Ahead of Competitors: Continually analyzing white spaces helps you stay ahead of competitors by being proactive rather than reactive. By identifying and addressing customers’ unmet needs before others do, you position yourself as an industry leader and a go-to resource for innovative solutions.
  5. Retain and Expand Customer Base: Through white space analysis, you can address customer pain points, ensure high satisfaction levels, and reduce churn. By consistently providing value and meeting evolving needs, you create customer loyalty and advocacy. Satisfied customers are more likely to become brand advocates and refer your business to others, leading to further growth.


Posted On
May 4, 2023
Resource Type
Account Planning