Business Models

Land and Expand

A sales strategy that acquires a customer with a small initial deal, then grows revenue as adoption spreads across the organisation.

Land and expand begins with a modest foothold — one team, one department, or one use case — at a price point that minimises procurement friction. Once inside the account, the product proves value, champions emerge, and the sales team works to expand into adjacent teams and use cases. This strategy thrives when the product has natural viral loops inside organisations: if one team uses a collaboration tool and other teams want to join, expansion happens organically. The challenge is that the initial land must be profitable enough to justify the CAC, and the expansion motion must be deliberate rather than assumed. Customer success teams are critical in land-and-expand models because they identify expansion opportunities and ensure the initial team is successful enough to advocate internally.