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If you work in sales, you should understand knowing your champion isn’t enough. Christina Brady stressed during the Sales Symphony webinar that sellers need to speak fluently across all stakeholder types - not just the loudest voice in the room.
Her approach?
- Use the RACI model to identify stakeholder roles (Responsible, Accountable, Consulted, Informed)
- Build custom message maps for each persona
- Run mock calls with cross-functional buyer panels
“Teams felt prepared to deliver relevant value to each stakeholder, not just the champion,” she shared.
If you’ve ever lost a deal after your main contact went quiet, this is why. You weren’t multithreaded or even multilingual.
Here’s how to fix it:
- Build enablement tracks by persona
- Create value frameworks for key roles
- Train reps on how to adjust tone and pitch based on stakeholder type
Great enablement doesn’t just teach what to say, it teaches who to say it to, and how.
Final thoughts:
The best sales teams don’t just train reps - they equip them to navigate real-world complexity. By enabling sellers to engage with every stakeholder on their terms, you multiply your surface area for success. Frameworks like RACI aren’t just for project plans - they’re your secret weapon in multithreaded selling.
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![How to Get Started with Buyer Enablement [With Examples]](https://cdn.prod.website-files.com/65cf4fecbed2754c2236665d/65cf4fecbed2754c22366bdb_65a5af83e742f76e34ce06f3_Customer%2520Onboarding%2520_%2520Everything%2520you%2520need%2520(2).png)
