Land-and-expand

Land-and-expand is the dominant growth motion for a consultancy because trust and proof-of-value already exist after the first engagement. TSIA formalises it as LAER: Land → Adopt → Expand → Renew. Three expansion vectors: deepen scope in the current buying centre, cross-sell adjacent service lines, and replicate into new buying centres/BUs. In services, delivery teams surface the signals (they have far more client contact than sales) and account leadership orchestrates the close.