At UserGems, we have three target personas; Sales, Marketing, and RevOps.

We call them our three core personas. 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.

A streamlined version of our multithreading playbook

• The goal is to create internal conversations in the target accounts, even if you're not there.

• We also aim to be informative — "just keeping you in the loop."

• No hard asks for the target persona to take any action — "no reply needed here."

The Marketing team ran a campaign to support Sales multithreading, using the same principles our Sales team already applies. So, we ran Multithread Ads focused on open opportunities.

How we set it up

• The data: In our Salesforce, we have every contact in the buying group for every target account.

• The criteria: Whenever a sales opportunity reaches a certain stage, the contacts are added to Multithread Ad Audiences based on their Persona and Seniority.

• The ads: Informative, soft CTA; "Just letting you know your team is chatting with us. Want to join?"

• The budget: ~5% of the ad budget.

We also ran an A/B test to compare impact -- some opportunities got Multithread Ads; some didn't.

Results

For opportunities that got the Multithreaded Ads, we saw:

• 31% higher win rates ✅

• 25% bigger deal sizes ✅

• 67% more prospects involved in the deal ✅

• 17% shorter sales cycles ✅

People usually think revenue alignment focuses on ABM (account-based programs). We can align around other motions to hit our goals more efficiently.

A note on attribution: Reporting on multithreading impact is complex.

If our Sales and CS teams don't hit their goals, we don't either. Attribution is imperfect, but when Sales and CS hit their numbers, Marketing does too.

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Here's one of the multithreading ads:

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