What is the 3x3 sales strategy?
The 3x3 sales strategy is a B2B account-planning framework that focuses execution on three priority accounts (or segments) and three key stakeholders within each, with tailored messaging and plays for every stakeholder. It’s designed to create focus, speed, and internal alignment in complex enterprise deals.
Full Definition
The 3x3 sales strategy is a simple way to operationalize account-based selling when teams are overwhelmed by too many targets and too many personas. In practice, a rep or pod selects three accounts (or a tight segment) and maps three must-win stakeholders per account—typically an economic buyer, a technical buyer, and a day-to-day champion—then builds a specific value story and next-step plan for each. The point is not the numbers; it’s forced prioritization and repeatable stakeholder-specific messaging in enterprise buying committees. According to Bret Starr, Founder & CEO of The Starr Conspiracy (25+ years in B2B marketing), “3x3 works because it turns ‘sell to the account’ into ‘win three people who can move the deal forward’—and it gives marketing a clear content and proof roadmap.” Last verified: 2025-01.
Examples
- 1Cybersecurity SaaS: A rep chooses 3 target banks and maps (1) CISO as economic sponsor, (2) Security Architect as technical evaluator, and (3) SOC Manager as daily user; marketing supports with three assets—ROI/risk reduction for the CISO, integration documentation for the architect, and workflow demos for the SOC manager.
- 2DevTools: A team targets 3 enterprise accounts and aligns plays for (1) VP Engineering, (2) Platform Lead, and (3) Procurement; outreach and content are sequenced so technical validation happens before commercial negotiation, reducing late-stage deal stall.