Are you struggling to break through to key decision-makers in your B2B sales process?

You're not alone.

A staggering 78% of B2B sellers find themselves unable to move past their champion, hitting a roadblock that can derail even the most promising deals. This statistic isn't just a number—it's a wake-up call for sales professionals everywhere.

We need to rethink our approach to multithreading sales and stakeholder engagement.

In this article, I'll explore:

• The champion conundrum and explore strategies to get in front of stakeholders

• How to empower your sales champion, leverage digital sales rooms for visibility, and transform your B2B multithreading approach

• Practical insights to help you navigate complex buying teams and boost your chances of closing deals

The champion conundrum: Why 78% of you aren’t happy

I've got some eye-opening stats for you.

A whopping 82% of Account Executives rely on a champion to drive product sales internally.

But here's the kicker - 78% of AEs find it tough to connect with stakeholders beyond their champion. This creates a major bottleneck in the buying process.

As someone who's been in the trenches, I can tell you this struggle is real.

Our study found that 61% of AEs believe reaching more stakeholders is crucial to boosting win rates. There's clearly a gap that needs fixing.

So, how are account executives multithreading in 2024? It's all about empowering your champion, getting everyone in sync, and using the right tools to get the deal done.

Breaking through the champion barrier

I've found that breaking through the champion barrier requires a strategic approach to multithreading sales.

As an past Sales Leader and now heading up our sales team at trumpet, I know the struggle of connecting with stakeholders beyond our champion.

It's a common bottleneck in the buying process, but there are ways to overcome it.

To get in front of more stakeholders, I've learned to empower my champion to sell for me. I collaborate with them on business cases and provide tips on discussing value propositions with their boss. This approach has helped me guide my champion effectively.

Another tactic I use is getting everyone in sync. By using mutual action plans, I can regularly assess milestones and ensure each conversation moves the deal forward.

This alignment is crucial for B2B multithreading success.

👉 Check out a Mutual Action Plan in a Digital Sales Room

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Empowering your champion to sell internally

I've found that empowering your sales champion is crucial for multithreading success. To get in front of more stakeholders, I collaborate with my champion on business cases. I give them tips on discussing value propositions and ROI with their boss. This approach helps me guide my champion effectively.

It's all about creating a powerful incentive for the champion. I tie our product back to their individual goals.

Maybe they've got a promotion on the line or a big project to deliver. By linking it to their personal stake, it becomes easier to engage other internal stakeholders. It turns into a need that helps the organisation hit milestones.

This strategy has helped me overcome the challenge of connecting with stakeholders beyond my champion.

Digital sales rooms: Your secret weapon for stakeholder visibility

The real game changer for stakeholder engagement?

digital sales rooms.

These tools like trumpet are revolutionising how we engage with stakeholders.

By using email-gated Pods, we can now surface hidden decision-makers who've looked at our sales content.

This insight is gold for mapping out buying teams.

What's more, these rooms allow us to send 'warm intro' emails to key players who've shown interest. It's like having a secret window into stakeholder engagement.

I have witnessed our sales team achieve remarkable results in effectively guiding their champions and expanding their reach within organisations.

Digital sales rooms have become the go-to for many A-player orgs like Cognism, Payfit, Figma, OpenTable, Oyster and more! Boosting their stakeholder visibility and driving B2B multithreading success.

Final thoughts: Transforming your B2B sales approach

Breaking through the champion barrier is a game-changer for B2B sales success.

By empowering our champions, leveraging digital sales rooms, and adopting a strategic approach to multithreading, we can boost our chances of connecting with key decision-makers. These tactics have a big impact on our ability to guide deals forward and increase win rates.

As we've seen, digital sales rooms are a powerful tool to map out buying teams and uncover hidden stakeholders.

They give us a unique window into stakeholder engagement, allowing us to send warm intros to interested parties.

By putting these strategies into action, we can transform our B2B sales approach and move beyond the 78% statistic. It's time to take our multithreading game to the next level and close more deals.