Land and Expand

Definitions

1. A go-to-market strategy where you 'land' a small initial deal (often bottom-up, developer-led) and 'expand' to more teams, higher tiers, or enterprise-wide contracts over time. Slack, Datadog, and Figma are classic examples — individual teams adopt the free tier, then the company negotiates an enterprise contract.

   In plain English: Getting a small team to use your product first, then growing the deal to the whole company over time.

   Example: "Three developers signed up for the free tier, then their team upgraded, and now the CTO wants an enterprise contract. Classic land and expand."

Related Terms

• Roadmap
• ARR
• Pricing Page
• PLG
• Go-to-Market
• Go-to-Market Strategy
• GTM
• Annual Contract Value
• Up Market