Land and Expand

Land and Expand is a proven go-to-market strategy especially in enterprise B2B. Instead of trying to close a large enterprise-wide deal (which takes long and has many stakeholders), you "land" small - one team, one department, one use case. You prove value, build advocates, and then "expand" systematically to other parts of the organization. Advantages: shorter initial sales cycle (smaller deal = faster), lower risk for buyer (pilot vs big bet), foot in the door at enterprise accounts, and often higher lifetime value (start small but grow to large). Disadvantage: you must be excellent at customer success - if initial landing fails, expansion is impossible. Best practices: choose landing spot strategically (dept with pain point + budget + influencer), overdeliver on value, then use success story to expand.