Expansion revenue

Revenue that comes from growing the accounts you already serve rather than from acquiring new ones: a new brand inside the same ownership group, expanded scope, a retainer upgrade, an adjacent company under the same parent. It’s the cheapest revenue a firm can earn because it skips the entire from-zero trust-building motion — new-logo work costs several times more than expanding an existing relationship. For WPH it’s the bridge from cars into the wider conglomerate enterprise.

Source: Standard revenue-operations practice; the acquisition-vs-expansion cost gap (commonly cited at ~5–7x, up to 5–25x for acquisition vs retention broadly) is documented by vendors such as Ordway Labs and Dock — VENDOR grade, treat as directional. The strategic framing follows Winning by Design’s “grow smarter” growth loop.

First used in: 3.5 · Land, expand & the council