land and expand

Intermediate 💼 Corporate / Business

Definition

A sales strategy where you start with a small contract to get your foot in the door, then gradually sell more services and products until you've infiltrated the entire organization. The corporate equivalent of 'give them a taste.'

Example Usage

We're using land and expand with this client—start with one department's software needs, then take over their whole tech stack.

Origin

Enterprise sales terminology that gained prominence in the 2000s-2010s with SaaS business models

Fun Fact

Companies using land and expand strategies see 30-40% higher customer lifetime value than those requiring large initial commitments.

Source: Sales and business development terminology

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triangulation

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