Land and expand
A B2B sales strategy: win a small first contract with one team, then grow it to more users, teams and products inside the same company.
The first deal is the wedge: small enough to skip a long approval, useful enough to spread. Growth then comes from expansion revenue rather than new logos. Expansion usually runs into enterprise requirements such as SSO, user provisioning, audit logs and a security questionnaire, so products built for it plan those in early.
Related terms
- Design partner (lighthouse customer): An early customer who uses an unfinished product and shapes it in return for influence, a lower price or early access.
- Proof of concept vs pilot (PoC, POV): A proof of concept shows something can work on sample data; a pilot runs it for real users on real data; a proof of value measures whether it pays.
- Multi-tenancy (multi-tenant SaaS): One application and one deploy serving many client companies, with each client’s data kept apart.
- SSO (single sign-on): Logging in once with a company account (Microsoft, Google, Okta) to use many apps, managed centrally by IT.
