The Expansion Advantage: Why It’s Crucial for Your Business

Expansion is one of the highest leverage metrics in growth. And it’s not just for B2B!

Here’s how you can learn to drive that expansion.

Let’s understand why:

1. B2B Product-Led

Expansion is already a focus here. It’s the goal of Product-Led Sales, and a key component of NDR:

(Starting MRR + Expansion MRR — Contraction MRR — Churn MRR) / Starting MRR

You can grow your revenue exponentially by driving this.

2. B2C Product-Led

You grow your LTV if you’re able to increase average revenue per user. This improves payback (LTV/CAC). It’s all about targeting the right users and giving them the methods to trade money with you for more value.

3. B2B Sales-Led

You can grow your revenue from diverse sources by expanding your existing accounts. Instead of just focusing on acquisition & outbound, you have a strong warm expansion motion. This reduces stress on the channels slowly getting squeezed by Google & Microsoft.

4. B2C Marketing-Led

CPMs are always increasing, Apple is nerfing tracking and CPA stress never ends. So growing your LTV to match it is one of the most powerful ways to maintain your acquisition engine. Expanding and upselling helps you do that.

In most situations, expansion is a metric that’s worth your time to measure, optimize, and strategize.

It’s just that crucial.