"Above and Beyond" - Sales and Marketing


10/25/20224 min read

Above and beyond: To do more than what is expected or to exceed the requirements or expectations.

a plane flying over a cloud filled sky
a plane flying over a cloud filled sky


The early beginnings of the idiom "above and beyond" are unknown, but it is believed to have originated from the idea of going beyond a set standard or expectation. In a business context, particularly in sales and marketing, going above and beyond means delivering exceptional results, surpassing goals, and providing outstanding customer service. In sales and marketing, the idiom "above and beyond" means to exceed expectations and deliver exceptional results.

What is the Meaning?

The phrase "above and beyond" refers to a situation in which an individual or team performs exceptionally well, surpassing expectations or predetermined goals. In sales and marketing, this idiom is often used to describe successful campaigns, innovative ideas, or stellar customer service experiences.

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two men in suits sitting at a desk
two men in suits sitting at a desk


Imagine a hot air balloon soaring above the clouds, going higher and higher into the sky, surpassing the limits of ordinary flight. This visual metaphor represents the concept of going above and beyond, as it illustrates the idea of exceeding expectations and pushing the boundaries of what is possible.

Sales and Marketing Context - How to Use the Idiom

In sales and marketing, the idiom "above and beyond" is commonly used to describe exceptional performance, creative solutions, and customer service that goes the extra mile. Here are some example sentences of the idiom used in various business contexts:

Our marketing team went above and beyond by creating a viral ad campaign that doubled our sales.

The account manager went above and beyond to ensure the client's needs were met, even working late hours to finalize the proposal.

To stay competitive, we need to consistently go above and beyond in providing outstanding customer experiences.

Compare Sentences

Without idiom: Our customer service representative was very helpful and resolved the issue quickly.

With idiom: Our customer service representative went above and beyond, resolving the issue quickly and ensuring the customer was completely satisfied.

The sentence with the idiom is better because it emphasizes the exceptional effort and performance of the customer service representative.

a man and woman sitting at a table with a tablet
a man and woman sitting at a table with a tablet

Over to you - Using the Idiom in Conversation

How would you use the idiom "above and beyond" in your business conversations? Try to think of situations where you could use the idiom. Consider reading this scenario aloud and recording yourself speaking to experience a more effective way of practicing the idiom. Here's an example to get you started:


Scenario: A sales and marketing team is discussing the results of their recent campaign during a project update meeting.

Marketing Manager: I'm thrilled to report that our latest campaign has been a huge success! We've not only met but exceeded our sales targets for this quarter.

Sales Manager: That's fantastic news! It's clear that our team went above and beyond in executing this campaign. Can you share some insights into what strategies worked best?

Marketing Specialist: Absolutely. We focused on creating engaging content and utilized multiple platforms to reach a wider audience. This approach allowed us to go above and beyond our initial goals.

Sales Representative: It seems our customer service team also played a significant role in this success, as they've been consistently providing exceptional support to our clients.

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Gap Fill Exercises

Add the idiom "above and beyond" to blank spaces in the following sentences:

  1. The sales team went ___________ by securing a major contract before the deadline.

  2. Our graphic designer created an eye-catching brochure that went ___________ our expectations.

  3. The marketing analyst went ___________ to gather comprehensive data for our new marketing strategy.

  4. In order to retain our best clients, we must go ___________ in addressing their concerns and meeting their needs.

Quiz: Test Your Understanding of "Above and Beyond" in Business Contexts

What does the idiom "above and beyond" mean in sales and marketing?

a) To perform poorly

b) To meet basic expectations

c) To exceed expectations and deliver exceptional results

d) To refuse to do extra work

Fill in the blank: The customer support team went ___________ to make sure the client's issue was resolved in a timely manner.

a) below and under

b) above and beyond

c) around and about

d) up and over

Which of the following scenarios is an example of going above and beyond?

a) Completing a project on time and within budget

b) Working late hours to finalize a proposal and ensure a client's needs are met

c) Performing at a satisfactory level in your job

d) Taking a long lunch break during a busy workday

True or False: The idiom "above and beyond" can only be used to describe the performance of individuals, not teams.

a) True

b) False

Rewrite the following sentence using the idiom "above and beyond": Our marketing campaign was very successful and surpassed our goals.

a) Our marketing campaign went below and under our goals.

b) Our marketing campaign went above and beyond our goals.

c) Our marketing campaign went up and over our goals.

d) Our marketing campaign went around and about our goals.

Scoring Guidelines:

5 correct: Excellent! You have a strong understanding of the idiom "above and beyond" in business contexts.

3-4 correct: Good job! You have a decent understanding of the idiom, but there's room for improvement.

1-2 correct: Keep practicing! Review the examples and exercises in this article to better grasp the idiom's meaning and usage.

0 correct: It's a great opportunity to revisit the article and work on your understanding of the idiom "above and beyond."

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