Multi-threading

A deal with one contact has one point of failure. If that person goes quiet, changes roles or leaves, the deal stops, and nobody else at the company knows why it mattered. Multi-threading means reaching the other members of the buying group early: the decision maker, the people who will use the product, and the reviewers in finance, security or IT who can block it.

In outbound, multi-threading starts before the first reply. You can write to two or three people at the same account with messages fitted to each role, staggered so they do not arrive as an obvious blast, and with the same underlying reason for writing. Once a conversation starts, the first contact can introduce you to the others. The risk is overdoing it: several emails to one small team on the same day reads as spam.