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B2B Sales Glossary:
Sales Enablement & Training
Master the essential revenue and financial metrics that drive B2B SaaS success. From ARR and MRR to retention metrics and customer economics, these terms are critical for understanding pipeline health, forecasting growth, and making data-driven decisions.
Sales Sequence
Short Definition
What Is a Sales Sequence?
A sales sequence is a pre-built, multi-step cadence of outreach touchpoints designed to systematically engage a prospect over a defined period. They typically combine emails, phone calls, LinkedIn messages, and tasks. Sequences are usually automated through a sales engagement platform such as Outreach or Salesloft, though individual steps (especially calls and custom emails) require manual rep execution.
The purpose of a sequence is to bring structure and repeatability to outbound prospecting. Rather than leaving it to individual reps to decide when and how to follow up, a sequence enforces a proven touchpoint schedule, reduces the cognitive load on reps, and ensures no lead goes cold due to inconsistent follow-up.
Effective sequences are not spray-and-pray email blasts. They are thoughtfully designed workflows that combine timing, channel mix, and messaging to move a specific prospect type from cold to conversation. It takes an average of eight touchpoints to reach a prospect. Sequences exist to make sure reps consistently get there.
Why Sales Sequences Matter in B2B Sales
For sales leaders building a sales machine, sequences are the infrastructure that turns prospecting from an individual skill into a team-wide system. Without standardized sequences, outbound productivity varies wildly by rep; some follow up twice, others follow up twelve times, and no one knows which approach works best because nothing is tracked consistently.
Sequences also directly impact pipeline volume and predictability. Multi-channel sequences outperform single-channel email cadences significantly in reply rates. For sales leaders who want to forecast accurately, the volume of active sequences in motion is a leading indicator of pipeline generation three to six weeks out.
How to Build and Deploy an Effective Sales Sequence
1. Define the sequence's target persona and use case.
A sequence built for a cold outbound VP of Sales prospect should look nothing like one built for a warm inbound SDR lead. Start by specifying exactly who this sequence is for, what problem you are addressing, and what action you want them to take.
2. Map the touchpoint structure.
A typical high-performing B2B outbound sequence runs 8–12 touchpoints over 14–21 days, mixing email, phone, and LinkedIn. Front-load the sequence — the first three days should have the highest touchpoint density, then space out as the sequence progresses.
3. Write messaging that earns the reply, not just the open.
Each touchpoint should have a single, clear purpose: introduce, follow up, add value, challenge, or break up. Avoid starting with a full product pitch. Lead with relevance — a specific insight, trigger event, or pain point that shows you did your homework.
4. Include a manual personalization step at day one.
Even in an automated sequence, step one should require the rep to customize the first email with a specific, prospect-relevant detail. This single step dramatically improves reply rates on the most important touchpoint.
5. Set clear exit criteria.
Define what removes a prospect from the sequence: a reply (positive or negative), a booked meeting, or a specific opt-out signal. Do not let prospects ghost through an entire sequence without a follow-up decision on next steps.
6. Test, measure, and iterate.
Track open rate, reply rate, and meeting-booked rate at each step. If step three has a 2% reply rate and step seven has an 8% reply rate, that tells you something important about message content or timing. Treat your sequences as living assets, not set-and-forget workflows.
Sequence Structure Example
Key Metrics and Benchmarks
Common Mistakes and How to Fix Them
Frequently Asked Questions
How many touchpoints should a B2B sales sequence have?
For cold outbound, 8–12 touchpoints over 14–21 days is the most commonly cited high-performing range, based on research from SalesLoft and HubSpot. Fewer than six touchpoints leaves significant reply potential on the table. More than 15 touchpoints in a short window can feel harassing and damage brand perception.
What is the difference between a sequence and a cadence?
The terms are used interchangeably in most sales organizations. Some teams use "cadence" to refer to the broader contact rhythm across an account (including post-sale) and "sequence" to refer specifically to the automated outbound workflow in a sales engagement tool. In practice, the distinction rarely matters — the key is consistency in definition within your team.
Should sequences be used for existing customers?
Yes, with different goals. Expansion and renewal sequences are effective for surfacing upsell opportunities and keeping CSMs engaged at scale. These sequences should be warmer in tone, reference the existing relationship, and focus on outcomes rather than cold outreach mechanics.
How do I know when to pull a prospect out of a sequence early?
Remove prospects immediately when they reply (positively or negatively), book a meeting, ask to be removed, or show a strong negative signal such as a company layoff or leadership change that makes the timing wrong. Leaving a prospect in a sequence after they have engaged is a credibility-damaging mistake.