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In B2B SaaS, a single-threaded deal is like walking a tightrope with no safety net. The data is clear: relying on one champion is the fastest route to pipeline risk, missed forecasts, and lost revenue. Yet, even the most experienced teams can find themselves in mid-cycle with just a single contact or realizing too late that their stakeholder web is thinner than it should be.
But here’s the truth: it’s never too late to multi-thread. The best teams aren’t perfect, they’re proactive. Below are ten field-tested, real-world tactics that top performers use to build out their buying group coverage, even after a deal is already in play.
1. Start with a reality check: who’s involved?
Modern SaaS deals are rarely decided by just one person. Yet, in the rush of calls and demos, it’s easy to overlook “quiet” stakeholders, those who attend calls, get cc’d, or watch from the sidelines. Before doing anything else, audit your past interactions. Who’s been in the room (or on the call), even if they haven’t spoken? Who’s copied on emails? Mapping this group, no matter how late in the cycle, often reveals influencers and decision-makers hiding in plain sight.
2. Ask your champion to draw the map
Don’t guess; ask. The most effective reps disarm their champions by making multi-threading about process, not politics: “To make sure we’re set up for success, who else needs to be involved from your side before we finalize?” Framing it as risk reduction for the buyer builds trust, and usually surfaces additional voices, especially from legal, IT, or finance, that might otherwise become last-minute blockers.
3. Unearth the “invisible” influencers
Great sellers know the CRM rarely tells the full story. Scour your past calendar invites, email threads, and shared Slack channels for anyone who’s been looped in or referenced. That assistant who joined one meeting, the operations lead cc’d on a recap, each could be critical to momentum. A simple, “I noticed you were included and wanted to make sure your priorities are covered” is often all it takes to open new lines of influence.
4. Engage new stakeholders with what matters to them
The biggest mistake in late-stage multi-threading is treating every contact the same. Instead, personalize your outreach - share a security deck with IT, a financial impact summary with the CFO, or a user story with end users. Data shows that when every stakeholder sees content tailored to their concerns, internal advocacy grows, and decisions happen faster.
5. Bring in an executive sponsor on both sides
Multi-threading isn’t just for the rep. Peer-to-peer trust matters. If you’re struggling to break through, ask a senior leader from your team to reach out to their counterpart at the prospect’s company. Even a brief intro call reframes the relationship, signals importance, and often unlocks new advocates or fast-tracks approvals.
6. Invite adjacent departments into the conversation
So many deals stall at the finish line because procurement, compliance, or IT get involved too late. Flip the script: invite these departments to a “success workshop” or “implementation roundtable” now, not as a sales tactic, but as a chance to anticipate their needs and smooth go-live.
7. Host a mutual action plan session
A Mutual Action Plan (“MAP”) isn’t just project management - it’s stakeholder discovery. Walking through each step (“Who owns this piece internally?”) both clarifies the buying process and reveals new names you might not have met yet. You’ll also strengthen your champion’s internal case by mapping ownership together.
8. Make every follow-up role-specific
Generic follow-up is the enemy of momentum. Use AI-driven tools (or sharp notes) to reference each stakeholder’s focus areas: “Saw that compliance is a Q3 priority, here’s how we help,” or “Here’s a technical FAQ for your IT team.” Each tailored touch increases buy-in and makes the deal harder to kill.
9. Use your network for warm intros
You’re not selling in isolation. Tap LinkedIn to see who at your company or among your happy customers can provide a soft intro to missing personas. Even a casual “I thought you two should connect” can expand your web and uncover hidden blockers or advocates.
10. Make stakeholder tracking a weekly discipline
It’s not enough to map once, relationships are dynamic. Set a recurring review (solo or with your manager) of every live deal: Who’s engaged this week? Who’s gone quiet? Which department hasn’t shown up? Tools like Hive Perform automate this, flagging gaps in real time so you can take action before risk turns into reality.
Don’t wait, thread now
Multi-threading isn’t about box-ticking; it’s about protecting revenue and building resilience. Even if you’re behind, these tactics can help you widen your web, uncover silent blockers, and turn a fragile opportunity into a robust, high-confidence close.
If your pipeline still leans on a single champion, there’s never been a better or more urgent time to multi-thread. Want more examples, frameworks, and benchmarks?
Access the full multi-threading report here.
