Multi-threading

Building relationships with several members of an account’s buying committee in parallel — for WPH, 3–5 mapped contacts per Tier 1 account (marketing head, digital lead, CEO/GM). Single-threaded outreach at 10,000+ employee companies benchmarks around 0.22% replies, and an account known through one person goes dark the day that person changes jobs.

Source: Enterprise sales practice; supported by conversation-intelligence research (e.g., Gong) and win-rate data on large deals. The logic: a single contact is a single point of failure inside a 6–10 person committee.

First used in: 1.6 · The account system