Sales Sequence

What is a Sales Sequence?

A sales sequence is a pre-planned series of touchpoints (emails, calls, social messages, tasks) sent to prospects over a defined time period. It's automation that ensures consistent, systematic follow-up.

Sequences are also called cadences or campaigns. They're built in sales engagement platforms (Outreach, SalesLoft, Apollo) and execute automatically once a prospect is enrolled.

The best sequences feel personal to the recipient while being efficient for the sender. They balance automation with authenticity.

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Why Sequences Matter

Without sequences:

• Follow-up is inconsistent or forgotten
• Reps waste time planning what to do next
• No systematic approach to prospecting
• Best practices can't be scaled
• Pipeline suffers from poor follow-through

With effective sequences:

• Every prospect gets consistent follow-up
• Reps focus on personalization, not planning
• Best practices scale across the team
• Data shows what actually works
• Pipeline grows from systematic effort

According to industry data, sequences with 8-12 touches over 14-21 days generate 2-3x more responses than ad-hoc outreach.

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Sequence Structure

Typical Multi-Channel Sequence:

Touch 1 (Day 1): Initial Email

• Personalized opening
• Value proposition
• Soft call to action
• Reference specific company insight

Touch 2 (Day 3): Call + Voicemail

• Phone introduction
• Reference email sent
• Voicemail if no answer
• Purpose: Multi-channel follow-up

Touch 3 (Day 7): Value-Add Email

• Share relevant content
• Industry insight or news
• Social proof or case study
• No direct ask, just value

Touch 4 (Day 10): LinkedIn Connection

• Social media engagement
• Comment on post or share insight
• Build relationship beyond email

Touch 5 (Day 14): Break-Up Email

• Final attempt to re-engage
• Low-pressure, permission to close file
• Surprisingly effective - often gets response

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Best Practices

1. Multi-Channel Approach
- Combine email (primary), phone (personal), social (proof)
- Channel switching increases response rates
- Don't rely on email alone

2. Optimal Timing
- Space touches 2-3 business days apart
- Don't overwhelm with daily contact
- Best times: 9-11 AM, 1-3 PM local time

3. Value at Every Touch
- Each touch should add value
- Not just "checking in"
- Share insights, not just ask for meetings

4. Personalization at Scale
- Use templates but customize key elements
- Reference specific company details
- Make it feel 1:1, not automated

5. Track and Optimize
- Measure open, click, reply rates by touch
- A/B test subject lines and messaging
- Drop underperforming touches

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Common Sequence Mistakes

• Too many touches - 15+ emails feels spammy
• Too aggressive - Daily follow-up triggers spam complaints
• Generic content - Same message to everyone fails
• No value - Just asking for meetings without giving first
• Poor timing - Sending at wrong times or days
• One-channel - Email-only sequences underperform

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Key Takeaways

• Sales sequences automate multi-touch outreach over 14-21 days
• Effective sequences have 8-12 touches across email, phone, and social
• Space touches 2-3 days apart for optimal engagement
• Add value at each touch, don't just ask for meetings
• Personalize within templates to feel authentic
• Track performance and continuously optimize based on data
• Multi-channel sequences significantly outperform email-only