*This episode was recorded during our Soundcheck days — now proudly rebranded as GTM Insider.

TL;DR

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In today’s complex B2B landscape, getting deals over the line isn’t just about charming a single buyer — it’s about engaging a whole ecosystem of stakeholders. That’s the insight Hannah Ajikawo, CEO and founder of Revenue Funnel, brought to our latest episode of The Sound Check.

Drawing on decades of experience from SDR to fractional CRO, Hannah breaks down how modern sales teams can navigate multi-threaded buying groups and align more deeply with how buyers actually buy. Here's a summary of her most valuable insights.

Why Multi-Threading Isn't Just a Best Practice — It's a Survival Tactic

"78% of reps are still single-threaded, but the average number of stakeholders in a deal is now 7 to 11,” Hannah notes. “And if you're single-threaded, your chance of closing is about 5%."

At Trumpet, we see this challenge come up constantly. It's why we built digital sales rooms to make it easier for buyers and sellers to stay aligned, loop in key decision makers, and maintain momentum throughout the sales cycle.

Mapping Stakeholders From Day One

Don’t wait until the second or third call to figure out who else is involved. Hannah recommends mapping stakeholders early: “Start with assumptions. Who’s impacted by this? Who signs off? Who uses the tool?”

Trumpet’s mutual action plans can help reps visualize stakeholder journeys and co-create buying timelines with champions — making it easier to turn champions into collaborators.

Champions vs. Messengers: A Crucial Distinction

“Sometimes, your so-called champion is just a messenger,” Hannah warns.

With Trumpet’s collaborative workspace, reps can provide curated, shareable content that empowers champions to confidently evangelize your product internally.

Be Curious, Be Direct

Forget generic rapport-building. “People don’t want fluff,” Hannah explains.

Using Trumpet’s buyer engagement analytics, reps can measure what resonates and tailor follow-ups based on actual interest — not assumptions.

Building Better Business Cases

A strong business case should tie directly to your prospect’s strategic priorities, not just product features.

With Trumpet, your personalized microsites can host tailored ROI models, relevant content, and succinct summaries that champions can confidently take to the boardroom.

Trust: In the Room and When You're Not

Trust when you’re not in the room is crucial. Hannah emphasizes the importance of your digital footprint in establishing credibility beyond the call.

Final Thought: Selling today isn’t about having the slickest pitch — it’s about being the most helpful guide through a complex, often messy decision-making process. Hannah’s advice is a masterclass in how to show up with clarity, authority, and genuine value.

👉 Ready to win more multi-threaded deals? Book a demo with Trumpet

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