A system for cross-selling products and/or services across an enterprise comprising an enterprise-level decision engine and a plurality of line-of-business decision engines; wherein characteristics derived by the enterprise-level decision engine are used by the line-of business-level decision engines to generate cross-sell offer decisions; enterprise-level business rules and line-of-business-level business rules are managed independently of one another; a publish-subscribe message framework allows data to be published at an enterprise level and subscribed to by the line-of-business decision engines according to business rules established at the line-of-business level; the line-of-business decision engines generate cross-sell offer decisions; and the enterprise-level decision engine stores data to and retrieves data from an operational and an analytics data repository. A method of using the system described above to generate cross-sell offer decisions.