Why This Page Leads With Deal Size, Not Lead Source
The original brief behind this page asked for win rate cut by lead source. No published research from Gong Labs, the strongest available named source for SaaS win-rate data, breaks results out by lead source specifically. What Gong’s own research does confirm, in detail, is win rate by deal size and by multi-threading, so this page is built on that confirmed cut instead of forcing a lead-source claim the underlying data does not support.
What Multi-Threading Does to Win Rate
Gong Labs analyzed 1.8 million B2B deals closed in 2024 and found multi-threading, engaging more than one buyer-side contact rather than relying on a single champion, associated with an average 130% win-rate lift in deals over $50,000. Across the full dataset, 77% of deals are multi-threaded, but the deals that close successfully have roughly twice as many buyer contacts as the ones that do not, meaning multi-threading itself is common, but doing enough of it is what separates a won deal from a lost one.
The pattern holds on the seller’s side of the table too. Closed-won deals include an average of 6.7 members of the seller’s own team, 67% larger than the selling team on comparably staged deals that end up lost, and large, strategic opportunities average 17 buyer-side contacts. Looping in a sales engineer or other technical specialist for demos and technical questions is associated with up to a 30% win-rate lift in the same dataset, real evidence that the right kind of team involvement, not just headcount, moves the number.
Multi-threading is not optional so much as structural. Gartner research, cited via Landbase’s own sales-statistics roundup, separately finds 87% of B2B buying groups now include four or more stakeholders, a committee size a single-contact deal simply cannot cover, which is part of why the deals with more buyer contacts above are the ones that close.
The Numbers
Multi-threading is associated with an average 130% win-rate lift in SaaS deals over $50,000.
77% of deals are multi-threaded, but the deals that close successfully have roughly twice as many buyer contacts as the deals that do not.
Closed-won deals include an average of 6.7 members of the seller’s own team, 67% larger than the selling team on comparably staged deals that end up lost.
Large, strategic opportunities average 17 buyer-side contacts.
Looping in a sales engineer or other technical specialist for demos and technical questions is associated with up to a 30% win-rate lift.
87% of B2B buying groups now include four or more stakeholders, a structural reason multi-threading has become the norm rather than the exception.
Landbase, 35 B2B Sales Statistics (citing Gartner’s Buying Groups research)
Sources
The external data in this article draws on the sources below. Figures described in the text as estimates or industry triangulations are directional and are not attributed to a single dataset.
- Gong, analysis of 1.8 million B2B deals closed in 2024
- Landbase, 35 B2B Sales Statistics (citing Gartner’s Buying Groups research)