A defined series of outreach touches — typically emails and tasks, sometimes including calls or social steps — enrolled for an individual contact and executed over a set schedule, commonly used by sales development reps for outbound prospecting.
Why it matters
Sequences bring the same kind of structure and consistency to sales outreach that workflows bring to marketing automation, ensuring a prospect gets a planned, multi-touch cadence rather than depending on a rep remembering to follow up manually at the right intervals.
In a sentence
"Our SDRs enroll every new outbound lead in a five-touch sequence over two weeks, mixing email and LinkedIn touches."
Related terms
- Often confused with: Workflow (see above — a sequence is typically rep-managed, individually enrolled, and sales-outreach focused; a workflow is typically broader marketing automation, less tied to an individual rep's day-to-day management).
- Synonyms: Cadence, outreach cadence.