{"componentChunkName":"component---src-templates-post-js","path":"/blog/sequencing-motion/","result":{"data":{"doc":{"_type":"post","id":"-65aa669e-2ff3-5da6-a333-7fb12516f655","_id":"a14b4b6e-57b9-4350-be02-d10747061f08","publishedAt":"2026-10-14T15:24:00.000Z","_createdAt":"2026-10-14T15:23:23Z","_updatedAt":"2026-10-14T15:58:12Z","readingTimeInMinutes":10,"categories":[{"_id":"df0bb227-e656-4be1-af6a-5b8410d9a26e","_type":"category","title":"GTM teams 🛒 (PERSONA)","titlePublic":"Go-to-market","slug":{"current":"go-to-market"},"status":"hidden","mainImage":null}],"mainImage":{"crop":null,"hotspot":null,"asset":{"_id":"image-0ec19246feb32e2912c03c949eb618347b4d97be-1200x630-png","altText":null,"extension":"png","metadata":{"hasAlpha":false,"dimensions":{"height":630,"width":1200,"aspectRatio":1.9047619047619047}}},"layout":null,"alt":null},"cardImage":null,"mainVideo":null,"mainAudio":null,"duration":null,"title":"How to Build a Sequencing Motion That Works for Outbound, Inbound, and Your Book of Business","slug":{"current":"sequencing-motion"},"isFeatured":null,"status":"published","hideMainMedia":null,"_rawExcerpt":[{"markDefs":[],"children":[{"_key":"2253373b9d44","_type":"span","marks":[],"text":"Most SDR teams run one sequencing playbook for outbound, inbound, and book-of-business. But each motion demands different timing, channels, and multi-threading.This piece breaks down the seven-question engagement decision loop and shows how to build signal-driven, multi-channel sequences that turn your top rep's instincts into your whole team's default motion."}],"_type":"block","style":"normal","_key":"b10a8ef945db"}],"_rawBody":[{"style":"normal","_key":"c08d523418ab","markDefs":[],"children":[{"_type":"span","marks":[],"text":"Most SDR leaders I've talked to had the same problem. They'd run outbound sequences all day, hit their activity numbers, and still miss pipeline targets. Not because they weren't working hard. Because they were treating every engagement motion like outbound, running single-channel sequences to single contacts, across every situation.","_key":"e122ac8d82d5"}],"_type":"block"},{"_key":"e827e7c206fb","markDefs":[],"children":[{"text":"Industry benchmarks typically put cold email reply rates between 2% and 5%. Research suggests that when execution is left to individual discretion rather than structured selling motions, win rates can drop significantly — in some analyses, from as high as 59% to 42%. That gap is the cost of improvising.","_key":"4ddc6a9f8b0a","_type":"span","marks":[]}],"_type":"block","style":"normal"},{"markDefs":[],"children":[{"_type":"span","marks":[],"text":"Outbound has its own rhythm. Inbound follow-up is a completely different animal. And book-of-business engagement barely gets sequenced at all. On top of that, most teams are single-threading accounts (one contact, one email cadence) when every deal that actually closes involves multiple stakeholders.","_key":"89cd4769e123"}],"_type":"block","style":"normal","_key":"e075f8800635"},{"_type":"block","style":"normal","_key":"76e14bd7a8b0","markDefs":[],"children":[{"_key":"5893adf47146","_type":"span","marks":[],"text":"If your sequencing motion doesn't distinguish between these three motions, and doesn't account for multi-channel execution and multithreading, you're running one play for three different games."}]},{"_key":"801b85b2974f","markDefs":[],"children":[{"_key":"b07fcf8da0e1","_type":"span","marks":[],"text":"Start with the engagement decision loop"}],"_type":"block","style":"h2"},{"asset":{"_id":"image-aaa73af211970ac2c95d70f5dc7a268487a9650e-1280x672-png","_type":"sanity.imageAsset","_rev":"S5EFnJjn0OdXSc45QuTHoc","_createdAt":"2026-10-14T15:24:55Z","_updatedAt":"2026-10-14T15:24:55Z","assetId":"aaa73af211970ac2c95d70f5dc7a268487a9650e","url":"https://cdn.sanity.io/images/vt347z5x/production/aaa73af211970ac2c95d70f5dc7a268487a9650e-1280x672.png","extension":"png","path":"images/vt347z5x/production/aaa73af211970ac2c95d70f5dc7a268487a9650e-1280x672.png","sha1hash":"aaa73af211970ac2c95d70f5dc7a268487a9650e","size":567485,"metadata":{"hasAlpha":false,"lqip":"data:image/png;base64,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","dimensions":{"width":1280,"aspectRatio":1.9047619047619047,"height":672,"_type":"sanity.imageDimensions"},"isOpaque":true,"blurHash":"M9Qd0|%M_M%g9F.8oMkCWBWB?vj[9FWB-;","_type":"sanity.imageMetadata","thumbHash":"+ucFBID3KMaIeIeOcngLeoOAOA==","palette":{"lightVibrant":{"_type":"sanity.imagePaletteSwatch","foreground":"#000","title":"#fff","population":0.16,"background":"#95d9c2"},"darkVibrant":{"population":0,"background":"#22614c","_type":"sanity.imagePaletteSwatch","foreground":"#fff","title":"#fff"},"lightMuted":{"background":"#a4c4bc","_type":"sanity.imagePaletteSwatch","foreground":"#000","title":"#fff","population":0.01},"vibrant":{"title":"#fff","population":0,"background":"#43bb92","_type":"sanity.imagePaletteSwatch","foreground":"#fff"},"dominant":{"background":"#95d9c2","_type":"sanity.imagePaletteSwatch","foreground":"#000","title":"#fff","population":0.16},"_type":"sanity.imagePalette","darkMuted":{"foreground":"#fff","title":"#fff","population":0.05,"background":"#414443","_type":"sanity.imagePaletteSwatch"},"muted":{"foreground":"#000","title":"#fff","population":0.03,"background":"#66af97","_type":"sanity.imagePaletteSwatch"}}},"uploadId":"3860d7ce124a6148b1b2894243e0f8d7ee6ae363","mimeType":"image/png","originalFilename":"image (4).png","filename":"image (4).png","width":1280,"height":672,"placeholderUrl":"https://cdn.sanity.io/images/vt347z5x/production/aaa73af211970ac2c95d70f5dc7a268487a9650e-1280x672.png?rect=416,0,448,672&w=%width%&h=%height%&q=80","id":"image-aaa73af211970ac2c95d70f5dc7a268487a9650e-1280x672-png","children":[],"parent":null},"_type":"mainImage","_key":"c47363b695de"},{"markDefs":[],"children":[{"_type":"span","marks":[],"text":"Before I get into the three motions (outbound, inbound, and book of business), here's the basic sequencing framework I use.","_key":"7f5fb906c8bc"}],"_type":"block","style":"normal","_key":"daee9f786a80"},{"_key":"e00cd6548966","markDefs":[],"children":[{"marks":[],"text":"Every sequence should be built on these seven questions:","_key":"50d98daf8a6a","_type":"span"}],"_type":"block","style":"normal"},{"markDefs":[],"children":[{"_type":"span","marks":["strong"],"text":"Who deserves attention?","_key":"e7751779ed74"},{"_type":"span","marks":[],"text":" Not \"who's on my list,\" but who's showing signals that they're worth my time right now.","_key":"e2f0d759f5b5"}],"level":1,"_type":"block","style":"normal","_key":"a850d160f2cd","listItem":"number"},{"_type":"block","style":"normal","_key":"8c92ef0b456d","listItem":"number","markDefs":[],"children":[{"text":"Why now?","_key":"cbabbe5a7e2e","_type":"span","marks":["strong"]},{"marks":[],"text":" What's the observable reason to reach out today? A job change, an intent signal, a usage shift, a renewal date.","_key":"8cdf40b952f2","_type":"span"}],"level":1},{"listItem":"number","markDefs":[],"children":[{"_type":"span","marks":["strong"],"text":"Which stakeholders?","_key":"c6a57ef3e548"},{"_type":"span","marks":[],"text":" Who at the account needs to hear from me, and what does each role care about?","_key":"f76efc53d3b9"}],"level":1,"_type":"block","style":"normal","_key":"296a3114b9e9"},{"children":[{"_key":"7c44d531dac8","_type":"span","marks":["strong"],"text":"Which channels?"},{"text":" Email for context. Phone for urgency. LinkedIn for relationship. Run them together, not separately.","_key":"52d557424054","_type":"span","marks":[]}],"level":1,"_type":"block","style":"normal","_key":"6c4fe247ab5e","listItem":"number","markDefs":[]},{"markDefs":[],"children":[{"marks":["strong"],"text":"What to say?","_key":"3447bb97fed3","_type":"span"},{"_type":"span","marks":[],"text":" Personalize from the signal. The buyer should know why I'm reaching out ","_key":"853a70f775db"},{"text":"today","_key":"6341fed30842","_type":"span","marks":["em"]},{"marks":[],"text":", not why my product is great in general.","_key":"3c96872d7229","_type":"span"}],"level":1,"_type":"block","style":"normal","_key":"4a3a1eee68a6","listItem":"number"},{"listItem":"number","markDefs":[],"children":[{"_key":"84ffa894ef95","_type":"span","marks":["strong"],"text":"What did they do?"},{"text":" An opened email, a returned call, a LinkedIn accept. Every response shapes the next step.","_key":"ba8210d3d824","_type":"span","marks":[]}],"level":1,"_type":"block","style":"normal","_key":"b057e6128252"},{"_key":"e24fec7ad7d1","listItem":"number","markDefs":[],"children":[{"_type":"span","marks":["strong"],"text":"What happens next?","_key":"1a19b74c30a4"},{"_key":"9c42fb2832db","_type":"span","marks":[],"text":" The sequence adapts based on engagement, or advances and exits on its own."}],"level":1,"_type":"block","style":"normal"},{"markDefs":[],"children":[{"text":"If you can't answer all seven for a given sequence, you've got gaps.","_key":"273c83da3172","_type":"span","marks":[]}],"_type":"block","style":"normal","_key":"e66e3ff9f8c6"},{"markDefs":[],"children":[{"_key":"1d7e7c8cb944","_type":"span","marks":[],"text":"Outbound: Multi-thread from the start"}],"_type":"block","style":"h2","_key":"a376ed94b18b"},{"_type":"mainImage","_key":"2655ffa103ef","asset":{"_id":"image-d7b37d7b168a33659fbef516563d219d0f71abb5-1280x672-png","_type":"sanity.imageAsset","_rev":"Zp6AkUkGK4usgMriqIU8UB","_createdAt":"2026-10-14T15:25:15Z","_updatedAt":"2026-10-14T15:25:15Z","mimeType":"image/png","uploadId":"2dc766debc703530897ce32f6dceb28ca8a48f45","sha1hash":"d7b37d7b168a33659fbef516563d219d0f71abb5","metadata":{"isOpaque":true,"blurHash":"M5Qd7B$+$k?b%M_3f6oMoMoM_Mx[gMbaR%","_type":"sanity.imageMetadata","thumbHash":"+ucBBICVqHd3iHiviIj6eu+POA==","palette":{"dominant":{"foreground":"#000","title":"#fff","population":0.23,"background":"#88d1b4","_type":"sanity.imagePaletteSwatch"},"_type":"sanity.imagePalette","darkMuted":{"title":"#fff","population":0,"background":"#5c8474","_type":"sanity.imagePaletteSwatch","foreground":"#fff"},"muted":{"background":"#709282","_type":"sanity.imagePaletteSwatch","foreground":"#fff","title":"#fff","population":0.01},"lightVibrant":{"background":"#94e4c4","_type":"sanity.imagePaletteSwatch","foreground":"#000","title":"#000","population":0},"darkVibrant":{"_type":"sanity.imagePaletteSwatch","foreground":"#fff","title":"#fff","population":0,"background":"#245f48"},"lightMuted":{"_type":"sanity.imagePaletteSwatch","foreground":"#000","title":"#fff","population":0.16,"background":"#aad7c6"},"vibrant":{"background":"#88d1b4","_type":"sanity.imagePaletteSwatch","foreground":"#000","title":"#fff","population":0.23}},"hasAlpha":false,"lqip":"data:image/png;base64,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","dimensions":{"_type":"sanity.imageDimensions","width":1280,"aspectRatio":1.9047619047619047,"height":672}},"url":"https://cdn.sanity.io/images/vt347z5x/production/d7b37d7b168a33659fbef516563d219d0f71abb5-1280x672.png","path":"images/vt347z5x/production/d7b37d7b168a33659fbef516563d219d0f71abb5-1280x672.png","size":578049,"assetId":"d7b37d7b168a33659fbef516563d219d0f71abb5","originalFilename":"image (5).png","extension":"png","filename":"image (5).png","width":1280,"height":672,"placeholderUrl":"https://cdn.sanity.io/images/vt347z5x/production/d7b37d7b168a33659fbef516563d219d0f71abb5-1280x672.png?rect=416,0,448,672&w=%width%&h=%height%&q=80","id":"image-d7b37d7b168a33659fbef516563d219d0f71abb5-1280x672-png","children":[],"parent":null}},{"_type":"block","style":"normal","_key":"32dd8a517c12","markDefs":[],"children":[{"marks":[],"text":"The old outbound playbook was: pull a list, write an email sequence, send to one contact per account, hope they reply. That worked when buyers made decisions alone. They don't anymore.","_key":"4b5e4a46481e","_type":"span"}]},{"_key":"29693dcf4725","markDefs":[],"children":[{"_key":"8a9f48f24311","_type":"span","marks":[],"text":"The shift is multi-threading from day one. When you identify an account worth pursuing, map the buying committee: economic buyer, technical evaluator, end user, and anyone else who influences the decision. Then enroll the right stakeholders in coordinated sequences, with messaging tailored to what each role cares about and timing staggered so the account doesn't get overwhelmed by a ton of the same emails on a random day."}],"_type":"block","style":"normal"},{"markDefs":[],"children":[{"text":"Channel mix for outbound:","_key":"5d0de16bd6c9","_type":"span","marks":["strong"]},{"_type":"span","marks":[],"text":" According to industry research, multichannel sequences can increase contact rates by 161% and see response rates of 16.3% versus 3.1% for email alone. The lift is real, but only if you coordinate the channels instead of running them separately.","_key":"9f5133ac9c61"}],"_type":"block","style":"normal","_key":"0bfe8876b3f8"},{"children":[{"_key":"1efc1e3964f5","_type":"span","marks":[],"text":"Your first touch to a cold prospect should be the channel with the highest likelihood of getting noticed. That varies by persona, and the sequencing platform you use should let you run all of them in one coordinated flow. Engage, built into Zoom Revenue Accelerator, handles email steps, call steps, LinkedIn Connect, and LinkedIn Message as part of a single sequence so you're not juggling three separate tools. (LinkedIn steps may require separate eligibility or add-on access; see feature availability for details.)"}],"_type":"block","style":"normal","_key":"b9f39ec32a7b","markDefs":[]},{"_type":"block","style":"normal","_key":"4169bd08b63c","markDefs":[],"children":[{"text":"For executives, phone and concise email. These buyers don't scroll LinkedIn for vendor pitches, but they do answer calls and read short emails that get to the point.","_key":"4bdebd0783a1","_type":"span","marks":[]}]},{"_key":"1f3dfd76018f","markDefs":[],"children":[{"_type":"span","marks":[],"text":"For directors and senior managers, email and LinkedIn together. They're active on both. A LinkedIn Connect that follows an email doubles your surface area without doubling your effort.","_key":"c29fe6f44b3a"}],"_type":"block","style":"normal"},{"children":[{"_key":"7ada15a0e6cf","_type":"span","marks":[],"text":"For frontline managers and ICs, LinkedIn first. They live there. Meet them where they are, then layer in email and phone as the relationship builds."}],"_type":"block","style":"normal","_key":"bcd0d6bf8396","markDefs":[]},{"_key":"615b1598dbc7","markDefs":[],"children":[{"_key":"2fc31d3d6285","_type":"span","marks":["strong"],"text":"Day 1"}],"_type":"block","style":"normal"},{"markDefs":[],"children":[{"text":"Email (signal-based, referencing the specific reason for outreach)","_key":"b10632d1248d","_type":"span","marks":[]}],"_type":"block","style":"normal","_key":"3e4678d1c993"},{"markDefs":[],"children":[{"marks":["strong"],"text":"Day 2","_key":"897400516122","_type":"span"}],"_type":"block","style":"normal","_key":"81f343bfadc2"},{"_key":"4a808c645985","markDefs":[],"children":[{"text":"LinkedIn Connect with a relevant note","_key":"20bf55930be0","_type":"span","marks":[]}],"_type":"block","style":"normal"},{"style":"normal","_key":"5651f3529a22","markDefs":[],"children":[{"marks":[],"text":"Email tailored to their role (\"Your team's BDR ramp\" for the sales ops lead vs. \"Your outbound pipeline\" for the VP)","_key":"6786de6c8e41","_type":"span"}],"_type":"block"},{"children":[{"_type":"span","marks":["strong"],"text":"Day 3","_key":"2004ea214078"}],"_type":"block","style":"normal","_key":"0d624be3308b","markDefs":[]},{"_type":"block","style":"normal","_key":"98c1b7946f4b","markDefs":[],"children":[{"_type":"span","marks":[],"text":"Phone call (reference the email, 30 seconds if voicemail)","_key":"726f0ff3ae7b"}]},{"markDefs":[],"children":[{"_key":"f565cf5dec9a","_type":"span","marks":["strong"],"text":"Day 4"}],"_type":"block","style":"normal","_key":"781c594548c4"},{"markDefs":[],"children":[{"_key":"888ea79efdb2","_type":"span","marks":[],"text":"LinkedIn Connect"}],"_type":"block","style":"normal","_key":"e12834ec90e6"},{"_key":"8c82c0db0c3c","markDefs":[],"children":[{"_key":"63fce31cdc2a","_type":"span","marks":["strong"],"text":"Day 5"}],"_type":"block","style":"normal"},{"style":"normal","_key":"23d0785b91c2","markDefs":[],"children":[{"_type":"span","marks":[],"text":"Email (new angle, not \"just checking in\")","_key":"a0a71470cede"}],"_type":"block"},{"markDefs":[],"children":[{"_key":"1c3d43d4c656","_type":"span","marks":["strong"],"text":"Day 6"}],"_type":"block","style":"normal","_key":"fff04bb1db34"},{"_key":"fdef86a4115c","markDefs":[],"children":[{"_type":"span","marks":[],"text":"Phone or email depending on persona","_key":"7138741c51c0"}],"_type":"block","style":"normal"},{"children":[{"marks":["strong"],"text":"Day 8","_key":"16f5bf58cd56","_type":"span"}],"_type":"block","style":"normal","_key":"76787afc27eb","markDefs":[]},{"style":"normal","_key":"a9c0ce7e5737","markDefs":[],"children":[{"marks":[],"text":"LinkedIn Message (direct, value-forward)","_key":"5ed31234b911","_type":"span"}],"_type":"block"},{"_key":"f55ee028e605","markDefs":[],"children":[{"_type":"span","marks":["strong"],"text":"Day 9","_key":"63f8d73dcc86"}],"_type":"block","style":"normal"},{"style":"normal","_key":"d0c640e34364","markDefs":[],"children":[{"_type":"span","marks":[],"text":"LinkedIn Message or final email","_key":"11cf911693d2"}],"_type":"block"},{"style":"normal","_key":"ce64f094e3b7","markDefs":[],"children":[{"_type":"span","marks":["strong"],"text":"Day 11","_key":"9ed5a198f891"}],"_type":"block"},{"markDefs":[],"children":[{"marks":[],"text":"Phone call","_key":"06c87dc5c72a","_type":"span"}],"_type":"block","style":"normal","_key":"64c6844d7bc4"},{"markDefs":[],"children":[{"marks":["strong"],"text":"Day 12","_key":"e13e6db33f4e","_type":"span"}],"_type":"block","style":"normal","_key":"a3c5084a445d"},{"_type":"block","style":"normal","_key":"3412126e5d80","markDefs":[],"children":[{"_type":"span","marks":[],"text":"\"Final\" email (before re-engaging later)","_key":"ce18a7d17470"}]},{"children":[{"_key":"d0b3b8304a2c","_type":"span","marks":["strong"],"text":"The stagger is important."},{"_key":"8ce01046ca7c","_type":"span","marks":[],"text":" If the economic buyer gets your email Monday and the technical evaluator gets a nearly identical email Tuesday, you look uncoordinated. If they each get a role-specific message a few days apart, you look like a team that understands their org."}],"_type":"block","style":"normal","_key":"52f5c91fd9ee","markDefs":[]},{"_type":"block","style":"h2","_key":"2a9d7837745c","markDefs":[],"children":[{"marks":[],"text":"Inbound: Speed, relevance, and immediate multi-threading","_key":"db36af77d6b0","_type":"span"}]},{"style":"normal","_key":"1a38f19ca2b4","markDefs":[],"children":[{"_type":"span","marks":[],"text":"Most teams treat inbound as a single-contact motion. Someone fills out a form, a rep follows up with that person. But the buyer who filled out the form is rarely the only person who matters at that account.","_key":"78ebdb9d30b5"}],"_type":"block"},{"markDefs":[],"children":[{"text":"The best inbound response I've seen does three things simultaneously:","_key":"13b60ea55e97","_type":"span","marks":[]}],"_type":"block","style":"normal","_key":"3297a406bf95"},{"markDefs":[],"children":[{"_type":"span","marks":["strong"],"text":"1. Respond to the lead within minutes.","_key":"bb38d61d4c67"},{"_type":"span","marks":[],"text":" The first touch should reference exactly what they did. \"You just downloaded our sequencing playbook\" is better than \"Thanks for your interest.\" Automated sequences that fire on the inbound action and reference the specific content or page are what make the 5-minute window possible.","_key":"afc1f4a42bd4"}],"_type":"block","style":"normal","_key":"66a5338f8ebc"},{"markDefs":[],"children":[{"_key":"de8564d5d94e","_type":"span","marks":["strong"],"text":"2. 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The person who raised their hand becomes your entry point, not your entire strategy.","_key":"38b1283b745e","_type":"span"}]},{"children":[{"_type":"span","marks":["strong"],"text":"Channel mix for inbound:","_key":"aff7e5b1deca"}],"_type":"block","style":"normal","_key":"78d91723d3bf","markDefs":[]},{"children":[{"_key":"0113ab486503","_type":"span","marks":[],"text":"Phone-heavy. These buyers are warm. A phone call within hours of their action is your fastest path to a conversation. 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