Your play
Progressing opportunities is harder when key decision makers are missing. If you’re only speaking to a few people in an account, momentum can slow, priorities can shift, and deals can stall, shrink, or disappear late.
The best way to reduce that risk is to widen coverage across an account. Identify people you’re not yet speaking to and bring them into the conversation with messaging that reflects what matters to them.
This play shows you how to expand decision maker coverage using verified people data, so you can identify missing stakeholders, add the right contacts, and run coordinated outreach to help deals progress with more confidence.
Tools
Firmable: Use lists, job filters, and people data to surface the decision makers and stakeholders you need and automatically keep contact details fresh.
Digital channels: You could use phone, email, and LinkedIn in this play. Coordinate touches across channels so outreach feels connected, not random.
CRM: Use your CRM to maintain account ownership, track every touch, outcome, follow up tasks, and next steps so expanded coverage is visible across the deal.
Actions
Step 1: Upload key accounts to Firmable
Upload a list of accounts you want to progress or expand. These can be new leads, prospects, or active opportunities.
Step 2: Filter to find the right people
Use job title and seniority filters to narrow to the roles that matter for the accounts. This helps you quickly spot where decision maker coverage is missing.
Step 3: Stay updated with signals (optional but recommended)
Work through the list to confirm each account is still a priority. To keep coverage up to date over time, set up signal monitoring to surface stakeholder changes or new decision-makers as they happen.
Step 4: Push to your CRM for follow-up (optional but recommended)
Push the refreshed account record into your CRM, so your data is current, and decision maker coverage is visible before outreach begins.
Step 5: Run multi-thread outreach
Record outcomes and set follow-up tasks in your CRM. This helps you keep your outreach consistent and build coverage as the opportunity moves forward.
Template
Email opener (new stakeholder)
Subject: Quick question on [priority area]
Hi [First name],
We’re currently speaking with [team / role] at [company] about [initiative/outcome]. I wanted to reach out because your role is often involved in team reviews of [area].
Open to a quick chat to see whether this is on your radar and how you’re thinking about it this quarter?
[Your name]
Call opener
“Hi [First name], it’s [your name] from [company]. We’re currently working with [team/person/ role] at [company] on [initiative]. I wanted to reach out because your role is typically involved in decision-making when it comes to [area]. Is this something you’re involved in today?”
LinkedIn message
Hi [First name], I’ve been chatting with [team] at [company] about [priority]. Thought it made sense to connect, given your role often overlaps when teams review [area]. Open to a quick chat if helpful!
Metrics
- Net new contacts added per opportunity
- Connect or reply rate by persona
- Opportunity progression rate after expanding buying committee coverage
- Close rate for deals with broader buying committee coverage
Bottom line
Multi-threading turns fragile deals into resilient ones. By expanding your accounts with the right personas and reaching them with relevant context, you reduce single-thread risk and create larger opportunities.
Run this play on your highest-risk or highest-value opportunities this week, or talk to the team about building a repeatable multi-threading motion using people data and signals.
