Successful Land & Expand: Part Sales & Part CS
By Ellie Wu
Land & Expand - Sales Strategy? CS Charter? Reliable?
This ubiquitous term "Land and Expand" can be a predictable force building a foundation of revenue from your existing customer base. The keys are (1) an organizational commitment of this approach (2) a healthy alliance between Customer Success and Sales.
"Old School" approaches prioritize logos and quotas where you have this rift between two key teams:
Maximize initial deal size where Customers buy more than is needed because it is an "offer they can't refuse" and discounting enters the relationship.
Close and move on to the next to meet goals as set by management
Reactive management style and playing catch up
Inflow of logos often out pace the buildout of CS teams
Renewal conversations centered around minimizing downsell or preventing churn
The "New School" approach is built on the belief that 9x-10x of CLV (Customer Lifetime Value) is after the initial sale and encouraging collaboration:
Start a long-term relationship with Customers where initial deal is based on immediate need
Paint a realistic picture of engagement and timeline
Partner with Customer Success to deliver value and continue the selling momentum
Maintaining the sense of urgency. Driving deals to close.
Leading the follow through of promises made to Customers
Establishing themselves as the trusted advisor through continuous, proactive, impactful interactions
Internal Influencer to assess Customer gaps, ICP (Ideal Customer Profile), and propelling upsell and expansion.
To read more about Land & Expand strategies:
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