Learn more about marketingandsales with this collection
How to analyze churn data and make data-driven decisions
The importance of customer feedback
How to improve customer experience
The land and expand process
- Monitor new sign-ups to catch ideal customers early
- As soon as you have one, start researching their company: potential stakeholders, organization structure etc. Focus on understanding the potential use cases and business impact of your product.
- As product adoption increases inside their company, work on making connections with high-level decision makers (ideally with introductions from the current users). Use sales activities (demos, presentations, high-level business conversations, etc), and execute them boldly because your foot is already in the door.
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MORE IDEAS ON THIS
Bottom-up growth + Top-down sales
Many SaaS companies leave money on the table by relying on organic growth and failing to develop a relationship between the organization and the product.
The best way to complement bottom-up growth is to have a top-down account sales strategy. Let users spread your solution...
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Bottom-up growth is not enough
If you have a great product, it will grow organically inside the company. User #1 will tell a colleague, then they will invite more colleagues, and soon your product will spread throughout the organization.
It’s great to have this network effect inside an organization, but organic u...
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Land and Expand KPIs
Land and expand is a long-term strategy that requires patience and resources. As such, you should assign it KPIs so you can track and monitor its impact.
KPIs can include:
- MRR (Monthly Recurring Revenue)
- ARPU (Avg Revenue Per Unit) from k...
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Land and Expand
In sales, “Land and Expand” is a strategy to land a customer with a small deal, and then sell into the organization to expand your footprint to more seats, additional departments or more products and services.
Land and expand plays out like this in a SaaS:
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