Building for European Enterprise: Why "Land and Expand" Looks Different Here

The land-and-expand model assumes that once an initial buyer is won, internal champions spread the product organically through the organisation. In European enterprise, that assumption fails reliably. GDPR-driven data governance means departments can't share product access without IT and legal sign-off. Centralised procurement means expansion requires a new commercial process, not just an enthusiastic department head with an internal Slack message. The US bottom-up SaaS growth motion is genuinely culturally foreign in many European enterprise environments. The answer isn't abandoning land-and-expand — it's building a dedicated expansion motion that accounts for European institutional structure from day one, not as a retrofit when the first contract fails to expand on its own.