Key takeaways

• Multithreading builds strong deal resilience by connecting with multiple stakeholders.
• It speeds up deal cycles and reduces the risk of stalled conversations.
• Using a digital sales room like trumpet makes multithreading simple and trackable.
• More threads mean more influence, more champions and faster closes.

What is Multithreading in B2B Sales?

Multithreading means building connections with multiple people inside your prospect’s company. Instead of relying on one champion, you connect with decision-makers, influencers, and budget holders across different levels and teams.

If one contact leaves or stalls, your other threads keep the deal alive.

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Why does multithreading matter in B2B sales?

The B2B buying journey has transformed. Today, it is a labyrinth involving on average 6.8 stakeholders and Gartner research suggests that number is up to 10 people for more complex products, all of whom need to be convinced before a buying decision is made. The traditional practice of courting a single decision-maker is no longer sufficient.

If you only build a relationship with one key decision-maker, you risk leaving the rest of the buying team to research alternatives without your expert guidance. This makes multithreading a must in the following scenarios:

• Enterprise sales: Where you need to understand the organization's structure, key players, and evolving pain points.

• Product-led sales: Where power users can influence other decision-makers and boost product adoption.

• SMB sales: Where stakeholder alignment is essential in a small, collaborative decision-making environment.

• B2B sales: Where understanding different departments' pain points fosters more champions.

• High-stakes deals: Where reducing reliance on a single point of contact mitigates risk.

• Complex deals: Where multiple champions can push bigger deals forward.

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Single-threaded vs multithreaded sales: what is the difference?

Let's dive into a full breakdown.

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Single-threaded sales approach:

• Focus on Individual Relationships: Builds a strong personal rapport with the buyer and relies on the skill and relationship management of one person.

• Simplicity and Streamlined Communication: Communication is straightforward with only one sales rep to contact.

• Risk of Single Point of Failure: If the sales rep leaves or is unavailable, the relationship and process could suffer.

• Potentially Limited Perspective: The sales strategy and solutions offered are based on the knowledge and capabilities of a single individual.

• Lower Scalability: As the company grows, this approach can become unsustainable due to the limited bandwidth of one person.

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Multi-threaded sales approach:

• Diverse Relationships and Expertise: Engages multiple points of contact, increasing the depth of the business relationship.

• Reduced Risk of Relationship Loss: If one contact leaves or is unavailable, the relationship is sustained by others.

• Complexity in Communication: Coordination among team members is required to ensure consistent messaging.

• Greater Resilience and Coverage: A team approach can quickly adapt to changes and cover for absent members.

• Higher Scalability: Easier to scale as the business grows, since multiple people can manage increased demand.

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Multithreading in Digital Sales Rooms

By now, you should be starting to see the potential of multi-threading. However, if you’re still on the fence, here are a few of its most significant benefits.

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More opportunities to get in front of decision-makers

Finding an excellent prospect is exciting. Things get even better when you can track down the perfect decision-maker. But how many times has your average SDR been in a position that looks great, only for it to fall apart for whatever reason? 

Multi-threading means your deal doesn’t hinge on a single contact. If someone gets too busy or their priorities change, you can still chase the deal with some of their colleagues.

In the episode Engaging with Stakeholders & Selling to Decision Makers of The Sales Soundcheck Podcast, sales leader Hannah Ajikawo explains;

“I always encourage teams to map out who we think will be involved [in a deal]. I love the concept of ‘above the line’ and ‘below the line’ that has been nicely encapsulated in books now. But before, I used to wonder who makes decisions and who is impacted by them. You want to be doing that early on in the journey.”

“After that, we just poke a little bit. We send a message or a connection request to see who responds. We effectively want to see who's active and who will be the first person to give me something.”

By leveraging trumpet for multithreading in our digital sales room, Will Koning, Chief Commercial Officer‍ at eola, was able to achieve visibility with multiple stakeholders within one company by creating specific Pods that are personalised to each buyer which resulted in 4 closed won clients after just 8 weeks of using trumpet (2 major wins)!

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It accelerates the sales cycle

Complex deals take a lot of time. Getting buy-in from a prospect can take weeks or months. Too often, your contact will be fully onboard with your solution but lack the authority to push the deal over the line.

With trumpet Sophie Ellis, Account Executive at Lunio found a more efficient way to multithread through email-gated Digital Sales Rooms in trumpet.

"Trumpet has really helped me with multithreading, the sharing of emails is like gold! We can determine when people are interested and if they're sharing it with their team.” explains Sophie.

Sellers can choose how they share their trumpet Pod, including requiring an email entry. This provides the sales team with a comprehensive overview of when their Pod is being viewed and by whom, as well as buyer signals from that new viewer within the Pod.

Lunio has experienced firsthand the magic of multithreading by sharing trumpet Pods.

"I had an initial call with a big retail brand. After sharing the Pod with my prospect, they proceeded to internally share it with five or six other people. This gave me a good group of individuals to reach out to, as they had shared their email to access the Pod.”

This put Lunio on the radar of additional key contacts in the company who had interacted with her pitch. Sophie mentioned, "I now had the contact information of the e-commerce manager, digital marketing manager, and another marketing manager from a different department.”

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Use buyer insights for smarter personalisation

Analytics is an essential aspect of the modern sales approach. Multi-threading allows you to build more connections and have more conversations.

Leveraging buyer signals and insights in a trumpet digital sales room helped David Roddy, Head of Strategic Partnerships & Business Development at Haystack. He explains

“Our deals are now larger and close faster, by creating customised proposals with robust data our statistics have improved significantly”.

They in fact they shortened their time to close by 40% on enterprise deals!

If you have enough data, you can start identifying which roles respond best to your offer. You’ll better grasp their priorities too, and with a digital sales room like trumpet you can even begin to tailor your follow-ups with a lot more targeted messaging based on how each stakeholder is interacting with the Pod

‍Trumpet’s insights into the customer's behaviour and interactions allowed Sophie Ellis, Account Executive at Lunio to send a more targeted follow-up, and move the conversation along quicker.

"I emailed the buyer and said, 'I noticed that you logged in on Friday. I saw that you were looking at this Widget. Do you need any clarification? Is it worth us jumping on a call?'”

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How to get started with Multithreading

1. Ask questions about the buying consensus

• Research: Ask yourself the following questions:

• Who's calling the shots in the company?

• Who else has a say in the big purchase decisions?

• What's their main concern (is it value, cost or something else)?

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2. Leverage the right tools

Digital Sales Room

With a digital sales room like trumpet, sellers can enjoy ample features that facilitate multithreading. 

• Centralised Communication: With all stakeholders having access to the same information, it ensures consistency in messaging and reduces the chance of miscommunication between the champion and their team.

• Collaboration: Team members can collaborate in real-time, regardless of their physical location, making it easier to address concerns and questions from different decision-makers.

• Tracking Engagement: Sales reps can monitor which stakeholders are engaging with the material, providing insights into who is most interested and potentially influencing the buying decision.

Check out a live example of a trumpet digital sales room in action.

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Interactive Demo Software

Interactive demo software provides a dynamic and engaging way to showcase a product's features and benefits to potential clients.

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Sales Intelligence Platforms

Sales intelligence platforms provide data and insights on prospects, enabling sales teams to better understand and engage with multiple stakeholders within an organisation.

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CRM (Customer Relationship Management)

CRM systems help manage company interactions with current and potential customers by organising and analysing data throughout the customer lifecycle.

With trumpet, you can link up your CRM, Hubspot or Salesforce, to send those buyer signals straight back to your deals. Our two-way integration with Hubspot even auto-fills and auto-enriches new Pod viewers in your deals.

3. Train your champion to be a superhero

Give your champion the resources to sell internally. Use your trumpet Pod to share:

• Case studies
• ROI stats
• Product guides
• Clear next steps with a live mutual action plan

Then, explain how the journey with you will unfold. Sharing a collaborative mutual action plan in trumpet is a great way to provide the champion with a clear understanding of what the sales process will look like with you, and when it's time to introduce you to additional stakeholders.

4. Keep tabs on progress

Use buyer insights to see:

• Who opens what content
• Who forwards it internally
• What parts they engage with most

Adapt your outreach based on real behaviour, not guesses.

Top tips for multithreading success

• Do your research: know each contact’s role and goals.
• Get buy-in from your own team: loop in senior leaders when needed.
• Prep everyone: arm execs and technical experts with clear talking points.
• Use trumpet to keep everything in one place: one Pod, multiple threads, clear signals.

Invest in tools that help you convert

CRM tools help track contacts but do little for true multi-threading. trumpet takes it further by giving you a centralised digital sales room for all stakeholders. Share tailored Pods, host meetings, handle questions and objections, and track buyer engagement in one place. You can even use trumpet for smooth onboarding, boosting retention and speeding up your sales cycle.

Start Multithreading with trumpet

Ready to get started with multithreading?, sign up to trumpet for free to access:

• Share Pods highly personalises to each stakeholder, in a few clicks

• See exactly how each stakeholder is interacting with the Pod

• Collaborate with buying teams to maintain accountability

• Work together on tailored mutual action plans keep driving momentum

• One online space where the entire buyer journey can live

Want to see a trumpet digital sales room in action? Check out our live examples.

FAQs

When should I start multithreading?
Right away. Map stakeholders early to avoid surprises later.

How many contacts should I aim for?
Aim for 3–5 at minimum. Complex deals often need 7–10.

What if my champion is protective?
Show them how multithreading helps get deals approved faster.

How does trumpet support multithreading?
Trumpet tracks who views your Pod, shares gated content and signals when new contacts appear so you can act fast.