What is Sequence?
A predetermined series of outreach touchpoints (emails, calls, social touches) designed to engage prospects over time and move them through the sales funnel.
Quick Definition
Sequence: A predetermined series of outreach touchpoints (emails, calls, social touches) designed to engage prospects over time and move them through the sales funnel.
Understanding Sequence
A sequence is a predetermined series of sales or marketing touchpoints designed to engage prospects over time and move them through the buying journey. Sequences typically combine multiple channels—email, phone calls, LinkedIn touches, and other outreach—delivered in a specific order with defined timing between steps. They systematize follow-up so no prospect falls through the cracks.
The power of sequences lies in consistency and persistence. Studies show most deals require 8+ touchpoints before conversion, yet many salespeople give up after one or two attempts. Sequences ensure consistent follow-up by automating the when and what, letting reps focus on personalization and conversations rather than remembering to follow up.
Modern sequence management has evolved beyond simple drip emails. AI-enhanced sequences can adapt based on prospect engagement: branching to different paths based on opens and replies, adjusting timing based on optimal send times, and personalizing content based on prospect data. This transforms sequences from rigid automations into intelligent engagement programs.
Key Points About Sequence
Predefined series of outreach touchpoints delivered over time
Combines multiple channels: email, phone, social, etc.
Ensures consistent follow-up without relying on memory
Typically 5-12 steps over 2-4 weeks for cold outreach
Can be static (fixed steps) or dynamic (adaptive based on engagement)
How to Use Sequence in Your Business
Design for Your Buying Process
Map sequence length and touchpoints to your typical sales cycle. Enterprise deals need longer, more patient sequences. Transactional sales can be shorter and more direct. Sequence design should match how your buyers actually buy.
Multi-Channel Approach
Effective sequences use multiple channels. Email-only sequences miss prospects who don't monitor email. Add phone calls, LinkedIn touches, and even direct mail for high-value prospects. Each channel reaches different people and demonstrates persistence.
Personalize at Scale
Include personalization variables: company name, industry challenges, relevant case studies. The best sequences feel individual even at scale. AI can help generate personalized content that goes beyond simple mail-merge variables.
Test and Optimize
Track sequence metrics: reply rates, meeting rates, drop-off points. A/B test elements: subject lines, call-to-action, timing. Continuous optimization improves sequence performance over time. What works today may need updating tomorrow.
Real-World Examples
Cold Outreach Sequence
Day 1: Personalized email. Day 3: LinkedIn connection request. Day 5: Follow-up email with value-add content. Day 7: Phone call. Day 10: Third email referencing previous touches. Day 14: Breakup email. This multi-touch approach maximizes contact probability.
Inbound Follow-Up Sequence
Immediately: Thank you email with meeting link. Day 1: Value-add email expanding on their interest. Day 3: Phone call. Day 5: LinkedIn message. Day 7: Case study email. Inbound sequences are typically shorter and more frequent than cold.
Re-Engagement Sequence
For leads gone cold, a different approach: Day 1: 'Something's changed' email with new offering or insight. Day 5: Brief check-in. Day 10: Relevant industry news. Day 15: Direct 'Are you still interested?' message. Less aggressive than initial outreach.
Best Practices
- Match sequence length and intensity to prospect tier
- Use multiple channels for maximum reach
- Include personalization beyond basic mail merge
- Build clear exit criteria and next steps
- Test one element at a time for clear learnings
- Review and update sequences based on performance data
Common Mistakes to Avoid
- Sequences that are too long or too short for your sales cycle
- Relying on single-channel (email-only) sequences
- Generic messaging without personalization
- No clear exit points or handoff processes
- Setting and forgetting without optimization
Frequently Asked Questions
How long should a sales sequence be?
Depends on your sales context. Cold outreach to SMB: 5-8 touches over 2-3 weeks. Enterprise outreach: 10-15 touches over 4-6 weeks. Inbound follow-up: 4-6 touches over 1-2 weeks. Test and adjust based on your response patterns.
How much time should be between sequence steps?
Again, context-dependent. Early steps can be closer together (days). Later steps spread out more (3-7 days). Urgent situations warrant daily contact. Never space so far apart that you're forgotten. Generally, 2-5 days between most steps works well.
Should I personalize every step?
At minimum, personalize the first touch significantly. Subsequent touches can be lighter personalization. For high-value prospects, personalize everything. For high-volume outreach, templatize more while keeping personal elements. Balance effort versus return.
What happens when a sequence ends?
Options: move to nurture sequence (lower frequency), pause for a period then restart, mark as unresponsive and archive, or hand to marketing for continued engagement. Have clear processes for sequence completion—don't let leads disappear.
How many prospects can I have in sequences simultaneously?
Depends on automation level and outreach capacity. Fully automated sequences: hundreds or thousands. Semi-automated (requiring personalization or calls): 50-100 active per rep is typical. Capacity depends on how much manual effort each step requires.
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