Our Senior Insights Analyst, Jonathan Weindel, will walk through his analysis and findings on multithreading and relationship strength. Learn how multithreading can impact your deals and increase your win rates.

1. Multithreading & Relationship
Strength
​ Demonstrating the value of multithreading with
CRM data
Jonathan Weindel
Senior Insights Analyst

2. Today, More Decision Makers are Involved
in the Buying Process
Account
Rep
6.8 DMs
Involved in the
Average B2B
Purchase

3. Majority of Deals Are Not Multithreaded
78%
Single Threaded
or Not Connected
7%
Multithreaded
6+ Connections 0-1 Connections

4. 2 out of 5
Accounts at risk due to combined
decision maker and rep turnover
Relationships Put at Risk when Decision
Makers or Sales Professionals Leave
Account
Rep
Account
Rep
Account
Rep
Account
Rep
Account
Rep

5. 50%
57%
1 6+
Number of Connections into an Account
A Multi-threaded Approach to Sales Lifts Win Rate
by 14%
7pp % Difference
14% Lift

6. Multi-threaded Reps Focused on New Business
See a 34% Lift in Win Rate
35%
47%
1 6+
Number of Connections into an Account
12pp % Difference
34% Lift

7. 66%
71%
Not Multi-threaded Multi-Threaded
Multi-threading Also Impacts Win Rate for Reps
Focused on Existing Business
5pp % Difference
7% Lift

8. Multi-threading Impacts Many Parts of Existing
Business Deals
Deal sizes are 43% lower when not multi-threaded
Average bookings are 88% higher when multi-threaded
14% shorter deal cycle when multi-threaded

9. The Different Levels of Multi-Threadedness
Lead
Connection
Strong
Relationship

10. Attended the
Same School
10
Not All Connections Are Created Equal
Worked at
the Same
Company
Have Common
Connections
Actively
Engaged

11. 50%
57%
Single-threaded Multi-threaded
Let’s Revisit the Impact of Multi-threading
Win Rate by Connectivity into an Account
7%

12. 50%
61%
Single-threaded Multi-threaded
Win Rate by Connectivity into an Account With at Least One Strong
Connection
11%
Let’s Revisit the Impact of Multi-threading

13. Questions?

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