Restructuring a Team Around the LAER Growth Model
Strategic language can unlock transformational change. A simple phrase “that role lands and I expand” sparked a rethinking of the company’s structure. By organizing around the customer journey instead of internal departments, we created a system built for growth, clarity, and long-term success.
The Challenge
While reviewing the organizational chart during a team meeting, a senior-level role didn’t seem to fit. This sparked heated discussion and revealed broader confusion about the structure and strategic purpose of several roles.
The Solution
What began as a role clarification turned into a deeper strategic discussion when someone casually referenced “land and expand.” I paused the meeting to unpack those terms and introduced the LAER model, a growth strategy used in subscription businesses. I walked the team through each stage:
- Land: Initial sale
- Adopt: Ensure the customer uses and gains value
- Expand: Identify and grow within the account
- Renew: Drive ongoing retention
I then proposed a complete reorganization around these lifecycle stages. Over the next two weeks, I mapped existing roles to these functions, eliminated overlaps, and clarified ownership at each stage. I rebuilt the org chart to show a customer-centric flow instead of siloed departments.
At the following all-hands, I presented the revised structure. Each team member could clearly see where they fit and how their work supported client success and growth. The discussion that followed was collaborative and aligned.
The Impact