multithreading & relationship strength

Multithreading & Relationship Strength  Demonstrating the value of multithreading with CRM data

Jonathan Weindel Senior Insights Analyst

Today, More Decision Makers are Involved in the Buying Process

Account Rep

6.8 DMs Involved in the Average B2B

Purchase

Majority of Deals Are Not Multithreaded

78% Single Threaded

or Not Connected

7% Multithreaded

6+ Connections 0-1 Connections

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

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

Multi-threaded Reps Focused on New Business See a 34% Lift in Win Rate

35%

47%

1 6+ Number of Connections into an Account


66%

71%

Not Multi-threaded Multi-Threaded

Multi-threading Also Impacts Win Rate for Reps Focused on Existing Business


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

The Different Levels of Multi-Threadedness

Lead

Connection

Strong Relationship

Attended the Same School

10

Not All Connections Are Created Equal

Worked at the Same Company

Have Common Connections

Actively Engaged

50%

57%

Single-threaded Multi-threaded

Let’s Revisit the Impact of Multi-threading Win Rate by Connectivity into an Account

7%

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

Questions?