Product Affinity
The Product Affinity engine analyzes co-adoption patterns across your account base to identify which products are most commonly purchased together, how long cross-sell cycles typically take, and which accounts have the highest-value expansion opportunities. It generates prioritized expansion signals that feed into the Expansion Pipeline.
Product Affinity is a companion to the Expansion Pipeline dashboard. The Expansion Pipeline shows account-level whitespace and propensity; Product Affinity adds the product-pair intelligence layer — which products lead to which, at what rate, and with what ARR uplift.
How It Works
Account product ownership data
→ Co-adoption matrix (product A → product B frequency)
→ Segment-level affinity (Enterprise vs Mid-Market vs SMB patterns)
→ Whitespace identification (missing products per account)
→ Expansion scoring (affinity + readiness + health + propensity)
→ Prioritized expansion signals (ranked by score and estimated ARR)
Affinity Matrix
For every ordered product pair (A, B), the engine computes:
| Metric | Description |
|---|
| Co-Adoption Count | Number of accounts that own both product A and product B |
| Co-Adoption Rate | Co-adoption count / total accounts owning product A (percentage) |
| Avg Time to Cross-Sell | Average days between start_date of product A and product B |
| Avg ARR Uplift | Average contracted ARR of product B for accounts that also own A |
segment: "all") and per segment (Enterprise, Mid-Market, SMB) to surface segment-specific patterns.
Confidence Levels
Affinity data quality is scored by sample size:
| Level | Interpretation |
|---|
| high | Reliable pattern based on sufficient data |
| medium | Directional signal with moderate data |
| low | Insufficient data — treat as hypothesis |
Expansion Scoring
Each whitespace opportunity (account + missing product) receives a composite score from 0 to 1, computed from multiple weighted components:
- Affinity — Co-adoption rate from owned products to the target product
- Adoption Readiness — How well the account uses its current products
- Account Health — Overall account health score
- Expansion Propensity — Account-level expansion propensity from the scoring engine
Exact component weights are configurable per organization. Default weights are available in the PILLAR Implementation Guide provided to active customers.
Priority Levels
Expansion signals are assigned a priority from 1 (highest) to 5 (lowest) based on the composite score. Higher scores indicate stronger expansion opportunities deserving immediate attention, while lower scores are monitored over time.
ARR Estimation
Expansion ARR is estimated using available pricing data, adjusted for account size and segment characteristics.
Signal Lifecycle
Expansion signals follow a four-state lifecycle:
| Status | Description |
|---|
pending | Signal generated, not yet acted on |
pitched | Expansion opportunity has been presented to the account |
won | Cross-sell completed |
dismissed | Signal dismissed (not applicable) |
pitched, won, or dismissed status are preserved across recomputations.
Data Model
PILLAR stores product affinity matrices (co-adoption metrics per product pair) and prioritized expansion signals (per-account expansion opportunities with scoring, priority, and lifecycle status). Both are scoped by organization and recomputed on each computation cycle.
Detailed data model schemas are available in the PILLAR Implementation Guide provided to active customers.
API Endpoints
GET /api/expansion/affinity
POST /api/expansion/affinity
GET /api/expansion/signals
POST /api/expansion/signals
PATCH /api/expansion/signals
Access
Available to: CRO/CEO, VP Sales, VP CS, RevOps
