# Portfolio cross-sell

URL: /workflows/plays/cross-sell · Id: `play:cross-sell`

> Portfolio cross-sell offers sibling Startups inside the Product and the bill, and routes each misfit Lead, with Consent, to the sibling that fits.

Portfolio cross-sell offers sibling [Startups](/business/nouns/startup) inside the [Product](/business/nouns/product) and the bill. A misfit [Lead](/business/nouns/lead) is routed, with [Consent](/business/nouns/consent), to the sibling that fits.

## Ratings
| Dimension | Rating | Reads |
| --- | --- | --- |
| Scalability | 3 of 5 | medium: higher grows further with spend or automation |
| Cost | 1 of 5 | very low: lower costs less per Customer |
| Latency | 1 of 5 | very low: lower answers sooner |

## Budget
| Property | Value |
| --- | --- |
| Tier | $0 |
| Minimum effective budget | $0 a month |

## How it runs
The [Studio](/business/nouns/studio) pairs siblings whose [Customers](/business/nouns/customer) share an [ICP](/business/nouns/icp). Every offer is labeled as common ownership, and each [Person](/business/nouns/person) hears at most one promotional message a month from the whole family.

## Processes
Runs as [Retention](/workflows/processes/retention), accountable to the [Marketing Team](/agents/marketing).

## Fits
| Fits | Value |
| --- | --- |
| Family | demand |
| Shelf | Compound: builds an engine that keeps growing (Grow) |
| Moves | [Play-sourced Customers](/agents/marketing#play-sourced-customers) |
| Motions | [b2b](/business/motions/b2b), [b2c](/business/motions/b2c), [b2d](/business/motions/b2d), [b2a](/business/motions/b2a) |
| Venues | [Portfolio network](/workflows/plays#portfolio-network) |
| States | [Live](/business/lifecycle/states/live), [Repeatable](/business/lifecycle/states/repeatable), [Scale](/business/lifecycle/states/scale) |

## Loop
| Step | Value |
| --- | --- |
| Hypothesis | Routing a misfit Lead to the sibling that fits wins more Customers across the Portfolio than dropping the Lead. |
| Measure | [Play-sourced Customers](/agents/marketing#play-sourced-customers) over 30d, at least 50 observations |
| Learn | The learn step reads the Readout, records Evidence and a Decision, and drafts the next Variant. |

## Example
A payroll Startup gets a Lead that needs contractor payments in 30 countries and routes it to a sibling that covers them. The Lead converts there instead of being lost.