Multi-threading is a CS power move

Multi-threading Isn’t Just a Sales Tactic, It’s a CS Power Move

Too often, Customer Success teams operate with the illusion of security.

You’ve got a great champion. They’re responsive, they love the product, and they’ve promised they’ll renew. Until they leave. Or get re-org’d. Or just quietly deprioritize your product.

Suddenly, your renewal, or your upsell is gone.

This is the hidden risk of being single-threaded. And it’s killing your Net Revenue Retention (NRR).

Why Multithreading = Profit Protection

In sales, we talk about multi-threading to increase close rates. But in CS, it’s about reducing renewal risk and uncovering new revenue paths.

Let’s break it down in terms of profitability:

• If your CS team is responsible for $20M in ARR, and just 10% of that is tied to single-threaded accounts…

• That’s $2M of revenue exposed to risk from one person’s decision, job change, or influence loss.

Now imagine recovering even half of that by building broader relationships.

Multi-threading isn’t a “nice-to-have.” It’s a profit-saving insurance policy.

Start Multithreading from Day 1

Don’t wait until QBRs or renewal season to expand your reach. The best CSMs begin during onboarding.

Example Tactical Play:

During onboarding, ask:

• “Who else will be impacted by this rollout?”

• “Are there any teams that will rely on this data or workflow?”

• “Who else should we include to ensure smooth adoption?”

Then build an internal stakeholder map. Track contacts in your CRM or success platform and tag by role: Executive, Influencer, Admin, Power User.

Customize by Persona: One Thread, One Message

People don’t just care about ROI, they care about their ROI.

Tailor communication based on what each person values:

Tactical Tip: Never send the same recap email to multiple stakeholders.

Instead, draft 2–3 bullet updates customized for each. Keep it short enough to read on a phone.

Don’t Forget Below-the-Line Influencers

Your frontline users and mid-level managers might not sign the renewal…

But they can block it, or advocate for it.

They’re the first to notice when something’s not working, and the last to get asked for feedback during renewals.

Real-World Example:

A CSM I coached almost lost a renewal because the VP thought everything was fine—until a team lead mentioned in passing that “no one’s using it anymore.” We re-engaged the team, fixed the blockers, and salvaged a $180K renewal.

Tactical Tip: Schedule periodic “influencer feedback sessions” with key users. These don’t need to be formal QBRs, just light, 15-minute feedback sessions to surface insights. Give these end users a VOICE!

Use Executive Alignment to Go Up-Market

Want to turn a tactical renewal into a strategic upsell? Bring execs into the mix.

CSM Application:

Loop in your VP of CS or CEO for a strategic check-in with your customer’s leadership. This reinforces commitment and can unblock budget or roadmap challenges.

Tactical Play:

• Ghostwrite the message for your exec

• Align it to a mutual business goal

• Keep the ask tight: 20-minute call to align on vision or upcoming renewal

Use Mutual Action Plans to Align Everyone

Renewals and upsells often stall because no one knows what’s next. A visual mutual action plan (MAP) aligns stakeholders and creates accountability.

Example:

Create a simple, 4-step plan like this:

1. Review Business Goals

2. Align on Success Criteria

3. Create a plan with key milestones and deliverables - make sure to outline who owns what and when!

4. Outline risks and mitigation ahead of time

Always Update the Stakeholder Map

Customer orgs change fast. New hires, promotions, team merges. You need to treat your stakeholder map like a living document.

Tactical Tip:

Once a quarter, ask your champion:

“Has anyone new joined the team who would benefit from seeing value here?”

You can also check LinkedIn for role changes and job shifts. Being proactive here saves deals.

“If your CS motion is built on a single relationship, you’re not just putting renewals at risk, you’re capping your expansion potential.”

Multi-threading creates revenue resilience.

It spreads your value story across the org, creates new advocates, and turns accounts into long-term profit engines.

🚀 Quick Wins You Can Try This Week:

• Identify 3 single-threaded accounts and map out additional contacts to engage

• Draft 2 versions of your next QBR recap: one for execs, one for managers

• Book a 15-min sync with a power user to hear their POV

• Send your VP a ghostwritten email to initiate exec alignment

If you want to grow NRR without just “working harder,” start working smarter.

Multi-thread your accounts.

Multi-thread your value.

And multiply your profit.