How do you create a sales sequence?

Required tools

• Dynamics 365 Sales with sequences enabled — Requires the appropriate license level.
• Agreement on what constitutes good follow-up — The sequence is a decision, not a setup.

Define the content

1. 1.Describe the flow in plain language first

   Write down the steps on paper before opening the tool: what, when, and through which channel. If you cannot agree on this, the sequence will merely formalize the disagreement.

2. 2.Keep the number of steps down

   Five to eight steps over two to three weeks is enough for most people. Long sequences are abandoned halfway through, and then you measure nothing.

3. 3.Determine what ends the sequence

   The customer responds, an appointment is created, or all the steps have been completed. Without an ending, people will continue to receive follow-ups after they have said yes.

Deploy

1. 4.Build the sequence and link it to the correct type

   Link it to the type of leads or sales opportunities it is intended for. A generic sequence aimed at everyone resonates with no one.

2. 5.Try it with a small team first

   Two or three salespeople for a few weeks. They identify steps that don't make sense before the entire department does.

3. 6.See where people drop off

   If there’s one step everyone skips, the problem is the step—not the sales reps. Adjust the sequence rather than pushing for compliance.