How many sequences should you be using?

HINT: We use less than 30

December 09, 2020

TL;DR - It depends. (I know, I know. Everyone's favorite answer)

There are typically 3 types of organizations that utilize Outreach:

1) Organizations that allow anyone to create sequences (typically SMB)

2) Organizations that lockdown sequence creation for certain groups (Mid-market/Enterprise - This is how Outreach does it)

3) Organizations that don't allow anyone to create sequences but admin (Enterprise organization with tight legal restrictions)

I believe the sweet spot is with (2). For example, lockdown any sequence creation for SDRs, but allow AE's to create their own sequences. However, still, provide AEs with a group of sequences for particular use cases (e.g. best practice sequences).

My general rule of thumb for SDR & AE sequence creation: Create what you can successfully manage.

For example, Outreach SDRs use a total of ~23 sequences today. Why 23? Because we can manage those 23 by:

  • Constantly A/B testing

  • Altering messaging & types of touchpoints

  • Lastly, we know that these prescribed workflows are tested, proven, and lead to results

For AE's, we have ~18 prospecting sequences that we are utilizing and constantly optimizing. (I'll share what these are later).

Now, let's talk about how to enable the reps so that they can successfully adapt the sequences that you have created.

#1 in this case is making it easy for them to know what's available to use by setting up content collections/folders. For AE's, they may be able to create their own sequences, however, there would still be structure/organizations around the go-to sequences that the team should be utilizing (see below).

👉 Here's how I would structure the folders in the platform for AEs:

AE: Prospecting (largest of the group)

  • Persona 1 Sequence (CIO)

  • Persona 2 Sequence (CTO)

  • Persona 3 Sequence (Engineering Leadership)

  • <>

AE: Nurturing

  • Closed/Lost Deal Nurture sequence

  • Webinar follow-up

  • Content download sequence

  • Went dark in deal cycle

AE: No-shows

  • IM no show sequence

  • Demo no show

AE: Customer Check-ins

  • Monthly check-in with customers sequence

  • Renewal sequence (90 days out from renewal create tasks for me to follow up)

AE: Referrals

  • End-user referral sequence

  • Executive referral sequence

AE: Event Invite

  • Event X sequence

  • Event Y

  • Webinar Z

We'd do something similar on content organization for the SDRs using common use cases. Here's an example from our SDR manager, Sam Nelson: 7 Sequences Every Sales Team Needs.

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