For the CRO

Your reps are still selling to one person. Your buyers show up with ten others.

Coalition gaps are the quiet reason forecasted deals end in no decision. Methodology training does not fix it. Mutual action plans do not fix it. The fix is structural: turning single threaded deals into orchestrated coalitions, before they stall.

Built by Jody Schiavo, former Director at Oracle, Salesforce, and Workday. Across those revenue organizations, the same pattern: the deal that should have closed didn't, because no one mapped the coalition until it was too late. Coalition selling is what fills the gap.
6–10
Decision makers in the typical buying group for a complex B2B purchase.
Gartner B2B Buying Journey research, 2019
40–60%
Of deals are lost to buyers who expressed intent to purchase but never acted.
Dixon and McKenna, Harvard Business Review, 2022
2x
Won deals average twice the buyer contacts of lost deals.
Gong analysis of 1.8M deals, 2025
Positioning

This is not another methodology

If your team has run MEDDIC, command of the message, or mutual action plans, you have a methodology. You do not have a coalition strategy. Methodology tells reps which deals to work and how to qualify them. It is silent on how to orchestrate the eleven people on the other side of the table. Coalition selling is the layer above. Not a replacement for what you bought, an organizing system that makes it finally work in multi stakeholder deals.

If you've deployed

MEDDIC / MEDDPICC

Strong qualification framework. Tells reps whether a deal is real and which boxes are unchecked.

What coalition selling adds Maps the buying coalition itself, identifies who is missing from the deal, and sequences the moves to recruit them before procurement arrives.
If you've deployed

Mutual Action Plans

Useful artifact for late stage deals. A MAP signed by your champion alone is just a checklist no one else owns.

What coalition selling adds Builds the coalition that signs the MAP. Without it, the artifact stalls the moment the champion goes quiet, which is the failure pattern most CROs already know.
If you've deployed

Command of the Message / Force Management

Sharpens positioning and pain framing. Reps speak the buyer's language and connect to executive priorities.

What coalition selling adds A great message delivered to one stakeholder is still a one threaded deal. Coalition selling decides who needs to hear which version of the message, and in what order.

What a coalition lift does to your number

Enter your team's reality. Drag the slider to test what a modest win rate lift on coalition deals does to attainment.

+8 pts
Forecast comparison
Status quo bookings
$11.0M
44% of quota
With coalition lift
$15.0M
60% of quota
Incremental bookings
+$4.0M
+16 points of attainment, same pipeline
Model: incremental bookings = pipeline value × lift in win rate. The default 8 point lift is a conservative assumption. Published multithreading analyses (Gong 2025, Outreach 2025) report gaps ranging from roughly 16 to 26 points between single threaded and multithreaded deals. Adjust the slider to test your own assumptions. This is a directional model, not a forecast.

See where your coalition gaps actually are

The Co-Sell Assessment shows you where your co-sell motion stands: seven questions, about three minutes. You get your readiness tier and a named priority gap on where revenue is leaking.

Take the Co-Sell Assessment