Avoiding the Trap of Single-Threaded Influence in Solutions Consulting

In 2025, it’s time for the solutions consulting role to be seen for the value it generates across the organization, not just in a single demo or meeting with prospects. In a recent PreSales Collective webinar, “The Evolution of Solutions Consulting,” our VP of Solutions & Partnerships Chris Mabry talked about a trend he’s ready to leave in the past for the solutions consulting profession: “single-threaded influence.”

What is Single-Threaded Influence?

Single-threaded influence refers to presales teams who are delivering one demo and then moving onto the next one without comprehensive, strategic tracking. Solutions consulting has the ability to empower the entire customer journey, and oftentimes they are doing just that, but not tracking it.

Rarely in an executive meeting is the conversation about pipeline coverage, conversation rates, and retention tied to a solutions leader… but we know solutions engineers are making huge impacts on these metrics every day.

Chris goes on to add: “I’m pushing for presales influence to be tied to board-level metrics such as customer acquisition costs, gross revenue retention, and pipeline generation.

And when you attach yourself to these high level metrics, you’re no longer just doing a demo or activation. You’re spreading the wonderful influence and knowledge you already have across the organization. Leave single-threaded influence behind.”

Getting Started: Tracking Presales Influence

A big part of expanding presales influence starts with tracking and measurement. Here are a few steps any solutions consulting team can take to start contextualizing their work and mapping it toward the opportunity metrics the business cares about most.

Track Technical Wins

So many deals are won based on a solution engineer’s contribution — it’s time presales teams started tracking that data consistently. Technical buyers are often among the final stakeholders in a B2B buying committee, making it clear that when a solutions engineer answers their questions, it tips the scales toward winning the deal.

Connect Technical Wins to Opportunity Metrics

Track technical wins and tie them to opportunity size. Calculate the percentage of technical wins versus opportunities closed-won/lost. By reporting on your technical win-rate against opportunity closed-won/lost rates, including the amount of revenue attached, you’ll make sure you’re tracking and influencing revenue in the right direction.

Presales leaders: Want even more tips on how to improve your processes, articulate your value, and evolve your approach to solution design in 2025? Watch the webinar on-demand