The One GTM Mistake That Quietly Kills Enterprise Deals

For sales teams working on complex enterprise deals, this article addresses a fatal GTM mistake: single-threading. Your team has a champion who loves the product, but the deal goes dark. This is almost always caused by relying on a single point of contact.

What is Single-Threading?

Single-threading is the practice of relying on one champion within a target account. This is a high-risk gamble. If your champion leaves the company or loses political capital, your deal is dead. You have placed the fate of a massive opportunity in the hands of one person who is not on your team.

The Solution: Aggressive Multi-Threading

Multi-threading is the discipline of building relationships with multiple stakeholders across the buying committee. An enterprise buying decision is rarely made by one person. It requires sign-off from the economic buyer, technical buyer, end-users, and legal.

If you have one contact in an account, you have a hope. If you have three or more, you have a deal.

A Framework for Multi-Threading:

• Map the Buying Committee: Ask directly who else would be involved in evaluating and approving a solution like this.
• Ask for Introductions: Leverage your champion's credibility to get introduced to the other stakeholders early.
• Reach Out with Relevance: If you cannot get a warm introduction, reach out directly with content specifically tailored to their role.

De-Risk Your Pipeline

Multi-threading is fundamentally a risk management strategy. It de-risks your pipeline by diversifying your reliance on any single individual. Stop leaving your biggest deals to chance. Make multi-threading a non-negotiable part of your enterprise sales process.