Land and Expand
Land and expand is a go-to-market strategy: win a small initial deployment inside an organisation (land), prove value, then grow the account through more seats, teams and products (expand). Its success is measured directly by NRR.
Worked example
A monitoring tool lands with one engineering team at $500/month. Eighteen months later six teams use it at $4,100/month — an 8.2× account expansion from a single land.
The economics are the point: expansion revenue carries almost no CAC, so a land-and-expand business can tolerate expensive initial acquisition if accounts reliably grow. This is why investors read NRR of 120%+ as evidence the motion works.
It demands product and pricing designed for it — per-seat or usage pricing, easy intra-company spread, and admin features that unlock at scale. Landing small with flat enterprise pricing just means selling cheap.
Compute it: NRR calculator