Land and expand is more involved than people think

Because their responsibilities are large and tied to great sums of money, business executives tend to speak in broad, sweeping expressions. They have to. Someone must define the company’s strategy and present its vision to employees and stakeholders, and when you’re trying to lead and persuade others, it’s always advisable to use language that most will understand and be able to relate to. Landing and expanding is a strategy that resonates well because it speaks to the twin concepts of initial success (land) and subsequent growth (expand), together wound into one tight messaging package. It appeals to those groups. Its imagery is assertive. And it’s straightforward; salespeople sell into accounts and post-sales organizations ensure the customer finds enough success that they will be eager to expand their investment with the salespeople when the time comes. Some companies use the rather inflated phrase &...