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Force Multiply New Business Growth with Sales Sequences

Leverage sales automation to help sales hit quota

Does your team use sales sequences and workflows to help with new business development? If not, we highly recommend leveraging automation for growth! Many of today’s CRMs already have sales sequences and workflows available, and we encourage you to check them out.

Sales automation is critical to ensuring your sales team is as efficient and productive as possible while maintaining brand integrity and messaging. It eliminates repetitive manual tasks, delivers a high return on management, builds discipline into business development, and better positions your sales talent to focus on high-value activities.

Here at Resonance, sales automation is a critical component in how we help our clients book more meetings, and 4x their pipeline, without needing more sales resources to do so. We’ve spent the last 15 years of our careers working with early-stage companies with lofty growth goals but limited resources. And on the other end of the spectrum, we’ve worked with large-scale organizations that are heavily resourced but looking for a more efficient scale. There are advantages to every growth stage and learnings that can be applied from one to the other. For example, early-stage companies are agile, scrappy, and resourceful, and legacy companies are well-resourced, disciplined, and entrenched.

Despite where a company is in its lifecycle, there’s a shared goal of better leveraging sales talent and equipping sellers to acquire new business for sustainable and repeatable growth.

Here are a few tips and best practices for sales sequences:

Before launching a sales sequence, define and segment your leads. Are they cold contacts, high-intent leads, or existing customers? Your messaging and experience should speak to the prospect's current understanding and level of interest expressed.

Map a prospect journey for each target audience segment. In other words, think about who you’re sending the message to, why you’re reaching out, and why you think you can help them. What’s the flow of the conversation and experience? What is the mix of emails, phone outreach, and LinkedIn outreach? Define the touch points and what you want the prospect to take away from each interaction.

Send your emails at the right time and frequency. As part of your mapping exercise, define the sequence duration, when emails go out, and the timing between each outreach. What assets and calls to action will you use for each outreach? What steps in the journey will require manual steps from sales vs. automation? What prospect actions trigger various steps?

Embed links and content into your sequences. Make sure to add value and establish credibility at each interaction. Not only does embedding links and attaching videos or articles in a sequence help with education and value creation, but it also provides your team with meaningful engagement metrics.

Draft your sequence in a Word document first, and share it with a few internal resources. Collecting feedback from others is a great way to ensure you get the results you’re looking for. We recommend asking the following questions:

Does the email come across as personal and conversational?

Does each interaction add value to the prospect? Are they learning something new and understanding how we can help them?

Does each email have a solid call to action?

Is the email to the point? Can they understand why we’re reaching out and how we can help within the first few sentences?

Do we make it easy for the prospect to book time with us?

Test and adjust. Launch a subset of your list to collect initial response rate and engagement data. The goal is to understand open rates, click-through rates, reply rates, meeting booking rates, and bounce rates before enrolling the complete prospect list.

If you’re interested in hearing more or diving deeper into best practices, shoot us a note at Happy selling!
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