Definition

Sequence (in sales outreach) is a pre-defined series of coordinated communication touchpoints across multiple channels including email, phone, social media, and direct mail, organized with specific timing, messaging, and purpose to systematically engage prospects and advance sales conversations.

What is a Sequence (in sales outreach)?

Sales sequences emerged as a formal outreach methodology in the early 2010s as organizations sought more structured approaches to prospect engagement beyond ad-hoc or purely time-based follow-up. Early sequences typically focused on simple email or call series with limited channel integration or personalization capabilities.

Today, sales sequences have evolved into sophisticated, multi-channel communication strategies combining strategic planning, diverse touchpoints, and intelligent adaptation. Modern sequences leverage technology to coordinate complex engagement patterns while incorporating personalization and response-based routing beyond simple linear progressions. Sales intelligence platforms like Saber enhance sequence effectiveness by providing insights about prospect preferences and behaviors that inform channel selection, identifying optimal timing windows based on engagement patterns, and delivering intelligence about prospect priorities that enables more relevant messaging within structured outreach flows.

How Sequences Work

Sales sequences create systematic, strategic engagement paths that coordinate multiple touchpoints into coherent conversation flows rather than disconnected outreach attempts.

• Touchpoint Planning: Designing the specific order, timing, and channel mix of outreach activities to create natural conversation progression while maintaining appropriate frequency without overwhelming prospects.

• Channel Orchestration: Coordinating complementary communications across multiple methods including email, phone, voicemail, social media, video, and direct mail to leverage the unique strengths of each medium for different message types.

• Message Alignment: Developing cohesive content themes that build across multiple touchpoints, with each interaction advancing the narrative while maintaining consistent positioning and value propositions.

• Adaptive Pathing: Creating conditional branches and response-based routing that adapts the sequence based on prospect engagement, automatically adjusting subsequent steps based on how recipients interact with previous outreach.

• Purpose Progression: Structuring sequence steps with evolving objectives throughout the progression, typically advancing from awareness and credibility-building through education and value demonstration to specific call-to-action.

Example of a Sequence

A B2B software company implements a sophisticated outreach sequence for engaging senior marketing leaders at enterprise accounts. The carefully orchestrated 21-day sequence begins with a personalized LinkedIn connection request referencing specific initiatives identified through research. Three days later, it continues with a tailored email sharing relevant industry insights and a case study highlighting results achieved by similar companies. On day five, the sequence includes a phone call referencing both previous touchpoints while adding new value rather than simply checking in, with a prepared voicemail script if the prospect doesn't answer. Day eight features a personalized video message addressing specific challenges research suggests the prospect's organization is facing, sent via email with a compelling subject line. Day twelve includes a second phone attempt scheduled during the prospect's likely availability window based on prior connection data. The sequence continues with strategically timed touchpoints including a third email sharing a relevant customer success story (day 15), a final phone attempt (day 18), and a thoughtful break-up" email on day 21 that respectfully concludes the sequence while leaving the door open for future engagement. Each touchpoint builds on previous communications while introducing new value