Article · 9 min read

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

Devin Reed · Gong 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.

  • 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.
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The question it answers

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

Read with it

  1. Built from a masterclass with Mohit Garg, former CRO at MindTickle, and written for cross-border companies selling from India,... SeedToScale by Accel Article · long read SaaS Playbook: Sales Rachit Parekh
  2. Built on over a million executive sales cycles, and it answers the timing question specifically: win rates drop about 6 percent... Gong Article · 12 min read When (and how) to multi-thread when selling to executives Dan Morgese
  3. Podcast · 36 min How Multithreading Closes More Enterprise Deals | iQ² Ep. 1 Rachit Kataria and Nabeel Ahmed
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