Land and Expand Tactics: 5 Proven Plays for Customer Success Teams
TL;DR:
“Land and Expand” works — but only when it’s more than a slogan.
This post gives you 5 practical, field-tested tactics to move from theory to results.
Whether you’re driving adoption, expansions, or retention, these plays make growth repeatable.
Why Tactics Matter More Than Vision
We’ve worked with CS leaders who have beautiful diagrams of their land and expand methodology.
But expansion doesn’t come from diagrams.
It comes from doing the right things at the right time — consistently.
That’s where tactics come in: small moves, repeated with precision, that compound revenue over time.
These five plays are ones we’ve used or coached CS teams through. You can implement at least one this quarter.
Tactic 1 – Trigger-Based Expansion Offers
What it is:
Automated, well-timed upsell offers based on usage, milestones, or role changes.
Examples:
User hits a usage threshold → Prompt to upgrade seat count
Admin adds new team → Offer cross-functional onboarding
Champion adopts premium feature → Unlock advanced module trial
Why it works:
Expansion feels helpful, not salesy. You’re solving for what’s already happening.
Tactic 2 – Champion Nurture Tracks
What it is:
A tailored enablement track for internal champions — focused on visibility, value, and influence.
Examples:
Quarterly “Win Deck” template for sharing CS impact
Role-based success stories
Internal FAQs to prepare for procurement/legal
Why it works:
Champions need tools, not just praise. If they can’t sell internally, the expansion stalls.
Tactic 3 – Product-Led Value Moments
What it is:
Let the product do the selling — by showing value early and often.
Examples:
In-app trial of premium features
Embedded ROI calculator
Guided walkthroughs that tease advanced capabilities
Why it works:
You’re turning “land” into “expand” inside the product experience.
Tactic 4 – Integrated CS + Sales Renewal Mapping
What it is:
Joint planning between CS and sales for high-value accounts, 90+ days before renewal.
Examples:
Shared doc outlining whitespace + risk + expansion potential
Pre-renewal call cadences with clear roles
Single-threaded contact plans to avoid surprises
Why it works:
Renewals aren’t isolated events. They’re launchpads — if CS and sales are aligned.
Tactic 5 – Automated Risk-Recovery Loops
What it is:
Systematized plays to catch and recover at-risk accounts before they churn.
Examples:
Play triggers on NPS drop, usage falloff, or missed milestone
Auto-create a task, notify CSM, send customer recovery email
CS Ops tracks time-to-recovery and win-back rate
Why it works:
Protecting NRR is as tactical as expanding it.
How to Layer These Into Your CS Ops
Each of these tactics ties back to key CS Ops functions:
Health scoring → Triggers
Playbooks → Champion tracks and risk loops
CRM workflows → CS + sales alignment
Lifecycle stages → Product-led expansion cues
If you’ve already built the systems, these plays activate them.
If not, this is a blueprint for what to build next.
Want help building and running these plays?
Book a Free Consulting Call — we’ll help you prioritize the right land and expand tactics for your team.
