Multi-threading
Quick definition
Building relationships with multiple stakeholders within an account to reduce deal risk.
Detailed explanation
Multi-threading means you're not dependent on one contact within an account, but have relationships with multiple stakeholders across different levels and functions. This is crucial in complex B2B sales where buying committees consist of 5-10+ people. Single-threading (one contact) is risky: if that person leaves, ghosts, or becomes a blocker, your deal is dead. Multi-threading gives you: diverse perspectives (understand all stakeholder concerns), internal champions at different levels, insurance against personnel changes, and ability to navigate blockers (if gatekeeper blocks, go via executive). Best practice: map the buying committee early, identify roles (economic buyer, technical buyer, user, champion, blocker), and systematically build relationships. Target: at least 3-4 meaningful relationships for critical deals.
Synonyms
Examples
Single-threaded deal: your contact is Mid-level Manager. He's a champion but has no budget authority. Pitch goes to CFO you've never spoken to → CFO says no, deal lost. Multi-threaded alternative: you have relationships with Mid-level (champion), VP who budgets, and CFO (established credibility early). VP and CFO already on board through separate conversations → approval is formality.
Deal is 6 months in pipeline, great relationship with VP Sales (your champion). Suddenly he takes new job → your connection is gone. Single-threaded: deal dies. Multi-threaded: you also had relationship with sales ops director and CRO → they carry deal forward, new VP joins → deal closes.
When to use this?
Multi-thread every enterprise deal from early stage. Use tools like org charts (LinkedIn, paid databases) to map buying committee. In discovery, ask: "who else is involved in this decision?" Build business cases that address each stakeholder's priorities. For critical deals, bring executives from your side to engage their executives.
Match-day approach
Match-day trains teams in systematic multi-threading. We teach account mapping techniques, stakeholder analysis (who has power, interest, influence?), and strategies to get access to senior levels. We also build multi-threading scorecards in CRM - a deal can't move to late stage without at least 3 stakeholder relationships. We also help set up executive sponsorship programs where your C-level executives engage with prospect C-levels, which opens doors. Multi-threading takes effort but is worth it - deals with 4+ stakeholder relationships have 2-3x higher win rates vs single-threaded deals.
Learn more
Wil je weten hoe je multi-threading effectief inzet in jouw organisatie? Neem contact op met Match-day.
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