My reps were reactive to love. They chased whoever wrote back, and neglected everyone they had to earn.
I ran an analysis I called the love test: were reps earning attention through multi-step prospecting, or just reacting to whoever already showed interest? The answer was uncomfortable. They were reactive to love, not showing it.
The picture, before the words.
Reps fall in love with the accounts that love them back: the inbound lead that replies, the champion who is easy to reach. So they pour effort where they already feel wanted, and neglect the accounts, channels, and stakeholders they would have to earn.
It shows up two ways: too few touches, reactive instead of proactive, and too few threads, one champion instead of the buying committee. Almost seven people touch a B2B purchase, and a deal carried by one responsive contact is not de-risked by how much that one person likes you.
Solve the seam, wire the stack, split the drag from the judgment.
I ran the analysis: were reps showing love through multi-step prospecting, or just reacting to it? The data was blunt. Reps averaged about two touchpoints per account and over-indexed on inbound, neglecting every other channel. Effort was following responsiveness, not opportunity.
If most deals need five or more touches and reps average two, the fix is not motivation. It is a multi-step prospecting motion that runs across every channel, whether or not the account has written back yet.
Ladder each altitude of the problem, personal, team, and org, to the person who owns it, so the deal survives any one contact going dark. Multi-threading is showing love to the whole buying committee, not just the one who loves you back.
What was true after that was not true before.
The result, and the detail behind it.
Lead with what changed, then break it down.
The love test put a number on the gut feel: reps averaged about two touchpoints per account and over-indexed on inbound, leaving the harder channels and the wider buying committee untouched. That is not a coverage problem you fix with more leads. It is an effort problem you fix with a motion. Multi-threaded deals close about 2.5x more often, and 40% of single-threaded deals die.
Reps invest effort where they already feel loved. The fix is not more leads, it is a prospecting motion that shows love before the account gives it back: multi-step, every channel, threaded across the whole buying committee.
The receipts, and what the field says.
From the people I built with.
“An incredible business partner with a rare skillset: trusted by senior leaders to step into a cross-functional project and represent an entire sales department. His execution helped grow UberEats in the right direction.”
“Heath is one of the rarest sales leaders I've learned from. He takes a holistic approach to go-to-market and understands every customer-facing department has a role in growth. I believe he's creating the blueprint for sales leaders to become holistic revenue leaders.”
Same method, on your workflow.
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