Sequence is a series of planned touchpoints delivered over time to engage prospects through multiple channels. Effective sequences combine emails, LinkedIn messages, phone calls, and other tactics in strategic order with appropriate timing between steps. Well-designed sequences gradually build awareness and trust while respecting prospect time and preferences. Modern sequences use automation for consistency and scale while maintaining personalization that makes each interaction feel relevant and valuable rather than generic or spammy.
Frequently Asked Questions
A sequence is a series of automated, pre-scheduled sales touchpoints (emails, calls, social touches) designed to engage prospects over time, while a cadence is the specific timing and frequency of those touchpoints. Sequences focus on the content and messaging across multiple channels, whereas cadences determine when each interaction happens (like sending emails on Tuesdays and making calls on Thursdays). For example, a sales rep might create a sequence with 5 personalized emails and 3 phone calls, but the cadence dictates these happen over 3 weeks with specific spacing between each touch. Modern sales tools like Outreach or SalesLoft allow teams to build both sequences (what to say) and cadences (when to say it) to systematically move prospects through the sales pipeline. The terms are often used interchangeably in sales conversations, but understanding the distinction helps teams optimize both their messaging strategy and contact rhythm.
A sequence is a series of automated, pre-scheduled sales touchpoints (emails, calls, social touches) designed to engage prospects over time, while a cadence is the specific timing and frequency of those touchpoints. Sequences focus on the content and messaging across multiple channels, whereas cadences determine when each interaction happens (like sending emails on Tuesdays and making calls on Thursdays). For example, a sales rep might create a sequence with 5 personalized emails and 3 phone calls, but the cadence dictates these happen over 3 weeks with specific spacing between each touch. Modern sales tools like Outreach or SalesLoft allow teams to build both sequences (what to say) and cadences (when to say it) to systematically move prospects through the sales pipeline. The terms are often used interchangeably in sales conversations, but understanding the distinction helps teams optimize both their messaging strategy and contact rhythm.
An effective sales sequence typically includes 8-12 touchpoints spread across multiple channels (email, phone, social media, etc.) over 2-4 weeks. The exact number depends on your industry, sales cycle length, and target audience, with B2B sequences often requiring more touchpoints than B2C. Research shows prospects may need 7+ interactions before making a purchase decision, so persistence is key without becoming annoying. Quality matters more than quantity—each touchpoint should provide value and move the conversation forward rather than simply repeating the same message. For best results, analyze your sequence performance regularly and adjust the number of touchpoints based on response rates and conversion data.
