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If you’ve ever had a deal fall apart because your main contact went silent, you’re not alone. Relying on a single stakeholder to champion your product is one of the biggest risks in B2B sales.
Yet, 78% of sales reps are single-threaded in most of their deals (LinkedIn). That means they’re putting all their eggs in one basket—hoping that one person can push the deal through.
Enter multithreading sales—a strategy that top-performing sales teams use to increase win rates by 25% (UserGems). Instead of banking on a single contact, multithreading gets multiple stakeholders involved early, ensuring smoother decision-making and faster deal progression.
This guide breaks down what multithreading in sales is, why it’s essential, and how you can start implementing it today. Whether you’re an AE looking to close bigger deals or an SDR trying to build stronger account coverage, you’ll walk away with actionable strategies to multithread like a pro.
Oh, one more thing. You can download these free multi-threading templates (courtesy of Jason Bay from Outbound Squad).
Once downloaded, you can install Mixmax for free and use the templates in there ⬇️
What is multithreading in sales?
Multithreading in sales is the strategy of engaging multiple stakeholders within a target account to reduce deal risk and increase win rates. Instead of relying on a single champion or decision-maker, sales reps establish relationships across various roles, ensuring a smoother buying process and stronger internal buy-in.
Why does this matter? Because deals don’t happen in isolation. Studies show that B2B buying committees involve an average of six to ten decision-makers (Gartner). When multiple stakeholders are engaged, win rates increase by 25% (UserGems).
A simple use case of multithreading in sales
Imagine you’ve been working with a mid-level manager at a SaaS company who loves your solution. But before signing off, the CFO needs to review costs, the IT director needs security approval, and the sales VP wants to ensure it integrates seamlessly with their CRM.
If you’ve only built a relationship with that single champion, your deal is in a fragile position. If they leave, go silent, or get overridden by another stakeholder, you’re stuck.
Multithreading in sales prevents that from happening by ensuring multiple stakeholders are engaged early on.
P.S. To close deals efficiently, it's essential to incorporate modern sales techniques that align with how today's buyers make decisions.
Multithreading sales vs. single threading sales
|
|
Single Threading |
Multithreading Sales |
|
Stakeholder Count |
1-2 Key Contacts |
5+ Engaged Stakeholders |
|
Deal Risk |
High – If POC leaves, deal stalls |
Low – Broader buy-in reduces risk |
|
Sales Cycle |
Longer – Bottlenecks in approval |
Shorter – Faster consensus |
|
Decision Confidence |
Low – Limited perspectives |
High – More internal alignment |
|
Close Rate Impact |
Lower chance of success |
25%+ Higher Win Rates (UserGems) |
Why do sales teams need to multithread?
1. Reduces deal risk
Deals with only one stakeholder involved are fragile. If they leave, get a new job, or deprioritize your solution, you’re back to square one.
2. Speeds up the sales cycle
With multiple stakeholders aligned early, approvals happen faster. Instead of waiting for your single champion to sell internally, you drive the conversation across the buying committee.
3. Builds a stronger business case
More stakeholders = more perspectives on how your solution benefits the company. The more value you prove to different teams, the harder it is for the deal to stall.
4. Aligns with enterprise sales buying behavior
Bigger deals require multiple sign-offs. If you’re targeting mid-market or enterprise buyers, you must engage multiple roles to get a deal across the finish line.
💡For deeper insights, check out enterprise sales prospecting to effectively navigate complex deals.
How to multithread in sales effectively
1. Map the buying committee before the first call
Before reaching out to a prospect, take time to understand the typical stakeholders involved in a deal. Every company has a unique structure, but successful sales cycles often involve multiple roles with varying levels of influence.
At this stage, focus on identifying the types of people who should be involved, rather than specific individuals. Common buying committee roles include:
- Economic Buyer – Owns the budget and makes the final approval.
- Champion – Internally advocates for your solution and influences the decision-making process.
- End User – Will interact with your product regularly and can offer key insights.
- Blocker – Often from IT, procurement, or legal; can slow or stop the deal if their concerns aren’t addressed.
Courtesy of Jason Bay from Outbound Squad ⬆️
Having a clear understanding of these roles before engaging with a prospect ensures that you’re prepared to guide the conversation in the right direction.
2. Reverse-engineer the perfect deal
Now that you’ve identified the key roles in a typical buying committee, take it a step further by looking at real deals you’ve closed.
Analyzing your past 5-10 closed/won deals can reveal patterns in how decisions were made, which roles had the most influence, and where roadblocks typically occurred.
Ask yourself:
- Who were the most engaged stakeholders in past successful deals?
- At what stage did decision-makers get involved?
- Were there blockers that slowed down the deal, and how were they handled?
- What internal priorities did the winning deals align with?
This exercise helps you anticipate objections, tailor messaging, and ensure you’re engaging the right people at the right time. Instead of taking a reactive approach to multithreading, you’ll be able to proactively structure deals in a way that moves them forward more efficiently.
3. Research the buying group before the intro call
Once you’ve mapped out the types of stakeholders needed and reverse-engineered your best deals, it’s time to find the actual people within your target account.
Rather than asking a prospect, “Who else should be involved?” come to the conversation with an informed assumption. People are more likely to correct than educate, so showing up prepared increases the chances of meaningful engagement.
Here’s how to do it:
- Use LinkedIn Sales Navigator to search for relevant employees at the company.
- Identify individuals who match the roles you’ve mapped out.
- Take note of their job titles, tenure, and interactions with similar vendors.
- Reference mutual connections or shared priorities to make warm introductions easier.
4. Thread in power early
Instead of waiting for your champion to introduce you, proactively reach out to decision-makers with a no-ask email (i.e., letting them know you’re meeting with their team and will keep them updated). This sets the expectation that multiple people will be involved.
P.S. You can grab your no-ask templates (courtesy of Jason Bay from Outbound Squad) here ⬇️.
5. Leverage champions to expand your reach
Your internal champions can open doors for you. Use them to:
- Introduce you to economic buyers
- Loop in IT/security early for approvals
- Advocate for your solution across departments
6. Use “Give to Gets” to secure stakeholder engagement
Sales teams often struggle to get access to power. A proven approach is “Give to Get”, where you offer value in exchange for stakeholder engagement.
Example for a demo:
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Buyer: “We’d like to see a demo.” Rep: “Great. Happy to help coordinate. I’ll bring my Solution Engineer who’s an expert in helping orgs like yours with similar challenges achieve [intended outcome], and we’ll show you how the software supports that. Before we set that up, can you share more about what you’re hoping to take away from a demonstration?” Buyer: “We’d like to see how this compares to our current solution. And how you can help solve _______ problem.” Rep: “Got it. Here’s how this typically works: I meet with our team of solutions experts to prepare a custom demo. You and I discuss who should be a part of that demo. And then we meet beforehand for a few minutes to prepare. Based on our conversation today, it sounds like [stakeholders] should be on that demo. Does that sound right? Who else should be involved?” Buyer: That’s right. Let’s also get [stakeholders] on the call.” Rep: “Okay cool. Typically, the next step is developing a proposal and pricing. That’s where we’ll typically start looping in [economic buyer], who will have additional feedback. If we’re able to show you how we can solve [problem] more effectively than your current solution, can you commit to looping in [economic buyer] to our next conversation?” |
Example for a PoC and Pilots:
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Buyer: “Let’s move forward with the POC.” |
These examples are courtesy of Jason Bay from Outbound Squad.
For additional tactics to strengthen your approach, explore B2B sales prospecting to build a multithreading sales pipeline.
7. Follow up with all stakeholders after the call
A solid follow-up keeps momentum going by making sure every stakeholder knows exactly what was discussed and what happens next. Without it, deals can stall, priorities get lost, and decision-makers go cold.
Instead of scrambling to recap everything manually, Mixmax’s Meeting Copilot can auto-generate a follow-up email with key talking points, action items, and next steps. Everyone stays aligned, nothing falls through the cracks, and you can focus on moving the deal forward.
7.5. Follow up with individual stakeholders
After meetings with multiple stakeholders, follow up with personalized 1:1 outreach.
- Engaged stakeholders: Thank them for their insights and ask for their input on the next steps.
- Quiet stakeholders: Acknowledge their silence and invite them to share their perspective separately.
Sales multithreading best practices & mistakes to avoid
Multi threading best practices
✅ Research key stakeholders in advance
✅ Engage 5+ people within the buying committee
✅ Keep leadership in the loop with no-ask updates
✅ Use champions to navigate internal dynamics
✅ Offer "Give to Gets" to secure meetings with decision-makers
Multi threading mistakes to avoid
❌ Relying on a single champion
❌ Waiting until late-stage to engage executives
❌ Ignoring blockers (Procurement, IT, legal)
❌ Failing to tailor messaging to each stakeholder’s priorities
Mixmax makes multithreading easy
What is multithreading in sales? It’s the key to de-risking purchases and securing more deals. When you help buyers navigate internal approvals, align on priorities, and secure buy-in across departments, you become a trusted advisor rather than just another salesperson.
Keeping multiple stakeholders engaged doesn’t have to be a headache. Mixmax makes it effortless with:
- Custom templates for fast, personalized outreach
- AI-powered meeting follow-ups with key takeaways and action items
- Automated sequences to keep every stakeholder engaged at the right time
- Follow-up reminders so no deal falls through the cracks
- And a ton more!
Multi-threading playbook templates
Ready to take your sales process to the next level? Download this Multi-Threading Playbook for templates, talk tracks, and real-world examples that will help you master this approach.
Frequently asked questions about multithreading in sales
How does multithreading help reduce deal risk?
Multithreading ensures that multiple stakeholders are engaged in the deal, preventing it from stalling if one contact goes silent or leaves the company. With broader internal buy-in, the purchase decision isn’t dependent on a single individual, reducing risk.
How to do multithreading for enterprise sales?
Enterprise sales typically involve larger buying committees, so it’s crucial to identify and engage key decision-makers early. Research stakeholders using LinkedIn Sales Navigator, leverage internal champions, and introduce multiple contacts strategically to build alignment across departments. Engaging executives early and keeping them informed throughout the process also accelerates decision-making.
How do you identify the right stakeholders for multithreading?
The right stakeholders vary by organization but typically include decision-makers with the authority to approve purchases, end users who will interact with the product daily, champions who advocate for your solution internally, and blockers such as legal, IT, or finance teams that need to approve the deal. Mapping out these roles before your initial outreach helps ensure you are targeting the right people.
What are the common challenges in multithreading?
One challenge is getting buy-in from champions who may hesitate to introduce you to higher-ups. Another is slow executive engagement, as decision-makers have busy schedules and may not prioritize your outreach. Navigating complex organizational structures can also be difficult, especially in larger enterprises with multiple layers of decision-making. Resistance from blockers such as IT, legal, or procurement teams can further slow down approvals and create roadblocks.
Can AI and automation improve multithreading in sales?
Yes, AI-driven tools like Mixmax can help automate follow-ups, track stakeholder engagement, and suggest optimal outreach times. AI insights allow sales teams to personalize communication at scale and ensure they reach the right people at the right time. Automation also helps maintain consistent engagement across multiple stakeholders without overwhelming the sales rep.
How do you measure the success of multithreading in sales?
Success in multithreading can be measured by the number of stakeholders engaged per deal, the reduction in sales cycle length, and improvements in win rates compared to single-threaded deals. Another key indicator is stakeholder engagement, such as response rates, meeting attendance, and involvement in decision-making. Tracking these metrics helps sales teams refine their approach and continuously improve their multithreading strategy.
