What is land and expand?

Land and expand is a sales strategy that wins a small initial footprint — one team, one use case, one workspace — then grows the account from inside: more seats, more departments, more products. The small “land” lowers the buying friction; the “expand” is where the revenue is, showing up in metrics as net revenue retention above 100%.

The competitive implication cuts both ways: a rival landing a single team inside your customer is not a small loss but a beachhead, and displacement rarely announces itself as one. Expansion-stage competition is won on share of wallet — which vendor grows within the account — making adoption depth, not logo count, the score that matters.