Land and Expand Strategy

LAND STRATEGY

Land Entry Points

LAND ENTRY OPTIONS

PRODUCT ENTRY:
☐ Free tier/freemium
☐ Single user license
☐ Department pilot
☐ Single use case
☐ Limited feature set

COMMERCIAL ENTRY:
☐ Short-term contract (monthly/quarterly)
☐ Limited scope agreement
☐ POC with conversion
☐ Department-only deal

OPTIMAL LAND CRITERIA:
Initial ACV: $_____ (10-20% of potential)
Users: _____ (subset of total)
Departments: 1-2 (not enterprise-wide)
Contract: 3-6 months (expandable)
Success visibility: High

Land-to-Expand Timeline

Phase	Timing	Goal	Actions
Land	Month 0	First purchase	Solve specific problem
Prove	Month 1-3	Show value	Track and report ROI
Seed	Month 3-6	Create demand	Expand awareness
Expand	Month 6-12	Grow deal	Cross-sell, upsell

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EXPANSION TRIGGERS

Expansion Signal Identification

EXPANSION TRIGGERS

USAGE SIGNALS:
☐ Approaching user limit: ____%
☐ Feature usage growth: ____%
☐ Active users increasing
☐ Power user emerging
☐ API calls near limit

BUSINESS SIGNALS:
☐ Team growth
☐ New department interested
☐ New use case emerging
☐ Budget cycle timing
☐ Executive visibility

SUCCESS SIGNALS:
☐ ROI documented
☐ Champion promotion
☐ Reference willingness
☐ NPS score: ___+
☐ Support tickets low

EXTERNAL SIGNALS:
☐ Funding/IPO
☐ M&A activity
☐ New leadership
☐ Strategic initiative

Expansion Opportunity Matrix

Opportunity	Trigger	Who to Engage	Approach
More seats	User limit 80%+	Champion	Usage report
New department	Reference from user	New sponsor	Intro meeting
Higher tier	Feature requests	Decision maker	ROI of upgrade
New product	Adjacent need	Different buyer	Discovery

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EXPANSION PLAYBOOKS

Expansion Conversation Framework

EXPANSION CONVERSATION

STEP 1: VALUE VALIDATION
"Your team has achieved [specific result].
How has that impacted [broader goal]?"

STEP 2: EXPANSION SEED
"Given that success, other teams like
[department] have expanded to [use case].
Would that be relevant for you?"

STEP 3: STAKEHOLDER EXPANSION
"Who else in the organization might
benefit from similar results?"

STEP 4: PROPOSAL PATH
"Would it make sense to discuss how
we could support [expansion opportunity]?"

Cross-Sell/Upsell Strategies

Type	Definition	When to Use	Approach
Upsell	More of same	Usage limits hit	Value validation
Cross-sell	Different product	New use case	Discovery
Upgrade	Higher tier	Feature needs	ROI of features
Enterprise	Company-wide	Multi-dept success	Executive meeting

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MEASUREMENT FRAMEWORK

Land and Expand Metrics

L&E METRICS DASHBOARD

LAND METRICS:
Land ACV average: $_____
Time to first expansion: _____ months
Land-to-expand rate: _____%

EXPAND METRICS:
Net revenue retention: _____%
Expansion ACV average: $_____
Cross-sell attach rate: _____%
Upsell attach rate: _____%

EFFICIENCY METRICS:
CAC for expansion: $_____
Expansion sales cycle: _____ days
Expansion win rate: _____%

BENCHMARK:
NRR target: 120%+
Expansion rate: 30%+ of customers/year
Time to expand: <12 months

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