We plan to bring eChai across 100 cities in India. It starts with eChai Startup Demo Day on 26 September, all in person. 11 cities confirmed, 313 founders registered. Any city that reaches 20 interested founders is on too. See your city
Doing the work

My champion went quiet and the deal stalled. How do I multithread an account without going over their head?

A deal riding on one person is not a deal, it is a favour. Gong's data is blunt about this: winning deals average around eight contacts on email versus three in losing ones, and deals between 50,000 and 250,000 dollars typically touch at least ten stakeholders. The move is not to email the CIO behind your champion's back, it is to ask your champion who else feels this problem and offer to do the work of bringing them in. Ghostwrite the invite for them, run a session framed around the problem rather than your product, and let the other functions add their own cost of doing nothing. Bring an executive in around the third touch, not the first, because starting at the top actually lowers win rates.

Go deeper

4 resources, 1 India-specific, 4 link-checked.

📄 Article
✓ Link checked Free Intermediate

Built on over a million executive sales cycles, and it answers the timing question specifically: win rates drop about 6 percent when an evaluation starts with an executive but rise 5 percent when they join around the third touch.

When (and how) to multi-thread when selling to executives

From Gong by Dan Morgese 12 min read

  • Across more than 1M executive sales cycles, a won $50K to $250K deal now involves at least 10 stakeholders.
  • Win rates rise about 5 percent when executives enter around the third touchpoint.
  • So build one strong champion first, then multithread, rather than going wide on day one.
Open gong.io →
📄 Article
✓ Link checked Free Intermediate

The number that makes the case in one line: winning deals carry around eight email contacts against three in losing deals. Read it when you need to convince yourself, or a rep, that single-threading is a risk and not a relationship.

Building an army of champions: why it's essential to closing more deals

From Gong by Devin Reed 9 min read

  • Across 10M conversations and 500K emails, winning deals average at least 3 people from the buyer side; losing deals rarely get past one.
  • Winning deals show a 161 percent lift in second-call attendance versus losing ones.
  • Email breadth is the tell: 8.22 unique participants on won deals against 3.38 on lost, a 243 percent gap.
  • The failure pattern is simple: the first contact you meet stays the only contact you ever speak with.
Open gong.io →
📄 Article
✓ Link checked India Free Intermediate

Built from a masterclass with Mohit Garg, former CRO at MindTickle, and written for cross-border companies selling from India, including how to structure SDR and AE teams for cost efficiency. Covers qualification, MEDDIC scoring, pipeline reviews and loss reviews in one place.

SaaS Playbook: Sales

From SeedToScale by Accel by Rachit Parekh long read

  • Expect 15 to 20 follow-ups: some of Mohit's biggest customers came on the 14th or 18th touch.
  • Score deals MEDDIC-style and only grant reference calls above a score of 9, treating references as scarce.
  • Set quotas only after the process is repeatable, since even great reps miss without one.
  • Many Indian SaaS companies run SDRs in India with AEs in the US for the cost advantage.
Open seedtoscale.com →

Browse all 796 resources →

The same ground, at another level

How outbound that works reads from a different seat.

I have never sent a cold email in my life. Where do I even start? Start with twenty companies, not two thousand. Pick people you can describe precisely (job title, company size, the specific problem you think they... Breaking into GTM 4 resources → When do I hire SDRs, and how many AEs can one SDR feed? Hire SDRs after you can point at a message and a segment that reliably produce meetings, not before. If a founder or AE cannot book meetings from c... Leading a GTM team 4 resources → What are the best outbound teams doing in 2026 that the rest of us are not? They treat outbound as an engineering problem, not a headcount problem. The best teams have someone technical sitting inside GTM (the GTM engineer ... How the best do it 4 resources →

People also ask

I have never sent a cold email in my life. Where do I even start? 4 → I am a founder in India and my buyers are in the US. How do I get a stranger twelve time zones away to reply? 4 → My cold calls die in the first ten seconds. What do I actually say when they pick up? 4 → How do I build a target list that is worth working instead of scraping ten thousand random companies? 4 → When do I hire SDRs, and how many AEs can one SDR feed? 4 → Should my outbound team sit in India while my buyers are in the US? 5 →

Also in Starting Up

The same ground, over in Get your first customers, our Starting Up track.

How do I actually get my first 10 customers when nobody has heard of me? 19 → When is my product 'ready' to launch? 20 →

Also in D2C

The same ground, over in Grow organically & retain, our D2C track.

How do I build a referral program that people actually use, not one that just sits unused in my Shopify admin? 4 → Should I be on Instagram, YouTube Shorts, and Pinterest, or just pick one? Where do I actually put my limited time? 4 →
eChai Partner Brands