What is Sales Sequence?

A sales sequence is a predefined series of scheduled touchpoints — such as emails, phone calls, SMS, and social messages — designed to move a lead from first contact to a booked meeting. Each step has a channel, a message, and a wait time, and steps can branch based on how the lead responds.

Sequences let a small team stay consistent at scale: every lead gets the same well-tested set of touches, in the same order, without a rep having to remember who is due for a follow-up. Modern sequence builders are visual, letting you drag steps, set delays, and add branches for replies, opens, or clicks.

The best sequences mix channels rather than relying on email alone, and they end gracefully with a breakup message rather than emailing indefinitely.