Definition
Engaging several stakeholders inside a single target account at once, rather than relying on one internal champion to carry the deal alone.
A single-threaded deal collapses the moment that one contact goes quiet, changes roles, or leaves the company. Multi-threading spreads the relationship across the economic buyer, the end user, and any technical evaluator, which is also what makes coordinated outreach at the account level, not just the individual level, so central to ABM.
Where this comes from
Read the related term: ABM (Account-Based Marketing)