Land and Expand
Also: Land-and-Expand
Winning a small initial deal inside an account, then growing it over time into more teams, seats, or use cases.
Why it matters
Land and expand lowers the barrier to a first purchase by starting small, then grows revenue from proven value rather than promises. It suits products that spread naturally across a company and businesses where a small win can demonstrate value quickly. Expansion revenue is usually cheaper to win than new logos.
What good looks like
Healthy land-and-expand shows net revenue retention above one hundred percent, meaning existing accounts grow faster than churn shrinks them. If accounts land and stay flat, the expansion engine is not working.
Related terms
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