![]() But then over time, begin to adopt this platform and optimize your spend. You want to start with sourcing? Start with contracts, or whatever you want. You want to start with expense automation? That's fine. Wherever the highest, quickest value point-of-entry is, enter in that way. Adoption can start anywhere in the portfolio, says CEO Rob Bernshteyn: ![]() This shift supports a successful land-and-expand sales strategy for the vendor, where customers start off with one set of functionality, such as indirect spend or employee expense management, then add in other modules to manage suppliers, contracts, or strategic sourcing. ![]() Coupa no longer fits neatly into a single category. The expansive trend continued last week, with new announcements we'll discuss below that extend Coupa's reach into payments, deepen capabilities in strategic sourcing, and add sophisticated AI-powered analytics. Over time, it's expanded its functional footprint into new areas, extending into other elements of what's often called the procure-to-pay (P2P) or source-to-pay process. The company started out as a spend management vendor with a cloud-native, SaaS approach to automating indirect procurement. In the beginning, it was easy to classify Coupa.
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