Multithreading

About a year ago, I wrote a newsletter about the importance of multithreading and including multiple stakeholders to win mid-market and enterprise B2B deals.

Gong has recently released data that backs this up. The more stakeholders involved in B2B deals the higher the close rate.

Winning deals have 67% larger selling teams as you can see here:

And the larger the deal, the more impact extra stakeholders have.

I'm always sceptical of this type of data but this one is common sense. Most B2B enterprise sellers know they need to multithread.

But they face a big problem. They think they have a "champion" when in fact they have a tyre kicker. Someone who's wasting their quarter.

Here are 2 simple tests to see if you have a real champion:

1. Are they responsive and reply to you within 24 hours?

Because champions prioritize deals they actually want.

2. Do they do what they promised you?

Talk is cheap but actions speak louder than words.

If they're not responsive and not meeting deadlines, it either means they're not interested or they're not reliable.

And both are huge red flags. I learned this the hard way. I've wasted thousands of hours chasing champions who were never going to buy.

Now I disqualify deals early to protect my time and my close rates are higher than ever.

Cheers,

Michael Hanson

CEO Growth Genie