The UserGems revenue multithreading playbook

At UserGems, we have three target personas; Sales, Marketing, and RevOps.
We prefer to call them "The 3 Musketeers." And whenever we have all three in our deals (i.e., by multithreading), our win rate is 5X higher. Our Sales team takes advantage of this by multithreading all our deals.
The Marketing team decided to run a campaign that helps our Sales team multithread even more - taking a page from the Sales team's playbook. So, we ran Multithread Ads focused on open opportunities.
We also ran an A/B test to compare impact -- some opportunities got Multithread Ads; some didn't.
For opportunities that got the Multithreaded Ads, we saw:
People usually think revenue alignment is about ABM (account-based programs). But perhaps there are also other motions we could align around more and hit our goals more efficiently.
PSA: Attribution reporting is a pain for things like this.
But if the Sales team and Customer Success team don't hit their goals, neither does Marketing. (And attribution reporting is never accurate anyway, but that's for another post 😀)
Here's one of the multithreading ads: