Land and Expand
Entering an account with a small initial purchase, then growing through additional seats, teams or products.
What makes it work
The initial deployment must succeed visibly enough that a second buyer inside the account can be shown the result. Landing without a defined path to the second purchase is just a small deal.
Land small, not badly
RELATED TERMS
Attach Rate
The proportion of customers who buy an additional product or module alongside the primary one.
Expansion Revenue
Additional recurring revenue from existing customers: more seats, higher tiers, additional products or increased usage.
Net Revenue Retention (NRR)
Revenue retained from an existing cohort over a period including expansion, expressed as a percentage of where that cohort started. The clearest single indicator of whether the base grows without new customers.
Product-Led Growth (PLG)
A motion where the product itself drives acquisition, conversion and expansion — users experience value before speaking to anyone.
Learn how to apply this: RevOps 101: Revenue Operations Foundations
Definitions are the vocabulary. The courses are where you learn to operate it, with the interactive audit tools.
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