The value of multi-threading in the modern B2B buying journey

In sales, multi-threading is a technique where several members of a sales team or organization interact with various stakeholders in a target account or prospective company.

Rather than depending on just one contact, multi-threading focuses on building connections and engaging with multiple decision-makers, influencers, or important contacts within the organization. Its main goal is to enhance the likelihood of sales success by broadening the network of relationships and improving overall engagement.

In today's business environment, multi-threading is not just an option but a necessity. Having less than two contacts in a deal introduces immediate deal risk, emphasising the importance of engaging multiple stakeholders.

It’s alarming to note that a staggering 78% of opportunities across various CRMs have less than two contacts involved. This statistic underscores the need to embrace a multi-threaded approach to mitigate risks and increase the likelihood of successfully closing a deal.

The advantages of a multi-threaded approach in the B2B buying journey cannot be overstated. Research suggests that employing this strategy enhances the chances of closing a deal by five times.

By engaging multiple stakeholders within the buying organisation, sales professionals can foster stronger relationships and gain a better understanding of the customer's needs and pain points. This comprehensive approach ensures that all perspectives and requirements are considered, increasing the overall effectiveness of the sales process.

One vital aspect of the multi-threading approach is the creation of mutual action plans or next steps. These plans serve as a roadmap for accountability across all stakeholders involved in the buying journey.

Mutual action plans provide visibility to each party, enabling them to stay informed and aligned on the progress of the deal. This shared responsibility promotes a collaborative environment and encourages open communication among stakeholders.

Not only that, but mutual action plans also facilitate a sense of accountability for deal progress. When all stakeholders are aware of the agreed-upon next steps, it becomes easier to track and evaluate the advancement of the deal. This level of transparency ensures that everyone is on the same page, minimising misunderstandings and delays.

All the best,

Jamie