Glossary
Sales sequence
Also called cadence
A planned series of touches across channels and days - a profile view, a connection request, a message, a follow-up - designed so that outreach arrives in a deliberate order rather than ad hoc.
The useful part of a sequence is that it makes follow-up happen. The damaging part is when it continues after someone has responded, which is the single most common reason a sequence reads as automated.
Longer is not better. A sequence that sends five follow-ups to someone who has not replied is mostly generating reports, and reports weigh more heavily against an account than ignored messages do.
More terms
- Lead allocationDeciding which salesperson owns which prospect.
- Reply rateThe share of sent messages that receive any response, positive or negative.
- Social sellingBuilding relationships on social platforms - usually LinkedIn - through engagement, content and conversation, rather than through direct pitching, with the aim of being the person someone already knows when they are ready to buy..
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