Article Bank

Commit to Expand

(306 words – 3 min)

Most companies I work with use the phrase “land and expand.”  Land means to win more new customers.  Expand means getting your current customers to pay more in the future.  (These are Win and Grow from my book, Win, Keep, Grow.)  Every company puts significant resources behind land.  Yet few put much emphasis on expand.  

I just witnessed a fantastic example of a commitment to expand.  This week I was at the PROS Outperform conference in Denver and had a chance to hear the executives discuss some of their strategies.  Every executive in the room, including their CEO Andres Reiner, discussed land and expand.  And it wasn’t just talk.  

PROS has intentionally stopped trying to sell its complete solutions to new customers.  Instead, they only take orders for one product.  That way, implementation goes faster.  Time to Value is greatly reduced.  Then, once they demonstrate a margin increase, they can return to that customer and sell other products.  

Think about this commitment.  They intentionally will NOT take orders for their full suite of products.  Of course, this isn’t just some trick so they can talk about future products.  Instead, their customers have much better experiences because they get one solution running quickly. This likely drives a higher lifetime value of the customer too.  

This strategy is only feasible because PROS delivers on its commitments. They pitch higher margins and then deliver them quickly. This strategy wouldn’t make sense if they couldn’t deliver quick time to value (higher margins).

What about your company?  You probably hear “land and expand” throughout.  What specifically are you doing to grow your customers?  Be like PROS.  Commit. Deliver real value quickly. Invest in expansion.  

Do you know of any other great examples of companies that focus on expand?

article Bank usage guidelines

Permission to reprint articles by Mark Stiving, Ph.D., is hereby given to all print, broadcast, and electronic media provided that the contact information at the end of each article is included in your publication.

For organizations publishing articles electronically, a live, clickable link to must also be included with the body of the article.  Additionally, please mail one copy of your publication to:

Mark Stiving, Impact Pricing
6410 Peavine Hills Ave. Reno, NV 89523
  1. Permission to reprint articles by Mark Stiving, Ph.D. at no charge is granted with the agreement that:
    • a. The article bio is included following each article used.
    • b. One copy of the publication in which the article is published be provided Mark Stiving.
    • c. A $300 fee per article will be expected for articles published without the closing bio and contact information.
  2. Permission is also granted for reasonable:
    • Editing content and industry-specific example exchange.
    • Length.
    • Article title change.
  3. Electronic publishing of articles must include a live, clickable link to

Any questions, please email to [email protected] or call (408) 307-6800

Thank you.