A sequence is the automated (or semi-automated) version of a cadence, typically built in a tool like Outreach, Salesloft, or Apollo. You set the timing and touchpoints once, enroll prospects, and the tool handles scheduling and tracking. Sequences reduce admin time but need active monitoring — reply rates drop fast if your messaging isn't resonating, and you need to step in to personalize for high-value accounts.
For example, you might build a 7-step sequence in Apollo for your mid-market ICP: Step 1 (Day 1) is a personalized cold email, Step 3 (Day 4) is a follow-up with a case study, and Step 6 (Day 14) is a breakup email asking if now just isn't a good time.
We write, test, and optimize outbound sequences for clients — treating sequence copy like conversion rate optimization, not a set-it-and-forget-it task.
Relevant Cactus Services
We implement Sales Sequence strategies for B2B tech startups every day. Book a free 30-minute call to get a concrete plan for your situation.
Book a free strategy call →Ideal Customer Profile (ICP)
Your ICP is the precise description of the company most likely to buy, stay, and expand.
Sales Development Representative (SDR)
An SDR is the outbound hunter on your sales team — their job is to generate qualified meetings, not close deals.
Business Development Representative (BDR)
A BDR is similar to an SDR but often focuses on larger, more strategic accounts or outbound into new markets rather than a defined territory.
Total Addressable Market (TAM)
TAM is the total revenue opportunity if you captured 100% of your target market.
Serviceable Addressable Market (SAM)
SAM is the portion of TAM you can actually reach with your current GTM motion.
Serviceable Obtainable Market (SOM)
SOM is the slice of SAM you can realistically capture in the next 12–24 months given your resources, competition, and execution capacity.