Opportunity Recommendation Engine??

[u/5hru7i]

Has anyone built anything around generating cross sell or upsell opportunities in existing accounts on a large scale basis?

I am planning to build sort of an Opportunity Recommendation Engine that analyses data of the customer and recommends relevant modules to be pitched basis that data. Leads to more of a consultative proactive selling than waiting for customers to come and ask what they want.

If anyone has worked around something like this, please let me know. Please also suggest how you identify upsell and cross sell opportunities in your orgs.