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Key takeaways:
- 10+ stakeholders = 75% win rate
- 3–7 internal shares = 2.5x higher win rate
- Smart persona combos = up to +158% boost
- Start early, build shareable content, and follow engagement
Zig Ziglar said, “People buy on emotion and justify with logic.”
That’s great - but in B2B, people don’t buy. Groups do. And those groups? They’re only getting bigger.
We crunched the numbers across thousands of Digital Sales Rooms (or “Pods” as we call them at trumpet), and what we found made one thing clear:
The more stakeholders you bring into your deal, the more likely you are to win it.
Sound obvious? Wait until you see the math.
Why multi-threading actually matters
Most reps say they’re multi-threading.
Few actually are.
Adding a stakeholder to your CRM doesn’t mean they’re engaged. But tracking who actually interacts with your Pod? That’s a different story.
With trumpet Pods, we can see how many unique stakeholders were active in a Digital Sales Room throughout a deal - and then match that to closed-won vs. closed-lost outcomes.
And the trend is as close to linear as it gets.
10 Stakeholders = 3x Higher win rate
Let’s start with the headline stat:
Deals involving 10 or more unique stakeholders interacting with a Pod had a 75% win rate.
Compare that to Pods with just 1–2 stakeholders:
Only 37% of those deals closed.
That’s a 2x increase - just by getting more people involved.
Here’s how it breaks down:
Why this works: Stakeholder alignment = Confidence
It’s not just about “more eyeballs.”
Here’s what likely contributes to the higher success rates:
- Cross-functional buy-in: More stakeholders = fewer blockers
- Social proof inside the org: Internal shares build consensus
- Fewer surprise objections: You uncover needs early, not late
- Risk mitigation: Decision-makers feel safer when others are looped in
This matches the data we see elsewhere in the funnel…
Internal sharing amplifies the effect
Pods that are internally shared (forwarded inside the buying team) had a 56% close rate - double that of non-shared Pods.
But it gets even better:
Deals with 3–7 internal shares had a 2.5x higher win rate, even though the sales cycle got a little longer.
The takeaway? Multi-threading and internal sharing form a compounding effect - they feed each other.
Pro tip: It’s not just quantity, It’s Who
If you really want to stack the deck, bring the right personas into the Pod.
Best-performing stakeholder combos:
Some roles stand out in isolation too:
Multi-threading from day one
This isn’t just an end-of-funnel tactic.
If you’re waiting for late-stage buy-in, you’re playing catch-up.
Here’s how elite reps use this data:
- Plant the seed early
Ask your champion: “Who else usually weighs in on decisions like this?” - Build for shareability
Structure your Pod to speak to varied roles - security, legal, finance, and so on. - Track and respond
Trumpet shows you who’s active. Use that insight to follow up with relevant content based on who’s engaging.
What not to do: Multi-threading < spamming
One important note:
Multi-threading is about strategic engagement, not just looping in everyone with an email address.
That’s why tracking actual interaction - not just CCs - matters.
Your Pod isn’t just a pitch deck. It’s a shared workspace where buying happens collaboratively. Treat it that way.
Don’t just sell to your champion.
Win over their whole team.
Final thoughts: The real win isn’t just more names on a list
When you build Pods that invite collaboration, uncover blockers early and give every stakeholder what they need to say yes, you're no longer just selling - you're guiding a group towards confident, collective action.
Multi-threading isn’t optional anymore.
It’s the difference between deals that stall and deals that close.
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