Sales sequence
Definition
A sales sequence is a scheduled series of outreach steps — emails, call tasks, waits and conditional branches — that runs automatically per prospect and stops the moment the prospect replies.
A sales sequence (also called a cadence) encodes a follow-up discipline that humans are bad at sustaining: contact a prospect, wait a defined interval, follow up differently if they opened but did not reply, stop entirely when they answer. Each enrolled prospect moves through the steps on their own clock, so a rep runs hundreds of personalized follow-up threads without tracking any of them by hand.
Why it matters
Most deals die from silence, not rejection — the follow-up that never happened. Sequences fix the persistence problem, but they introduce two new ones. Deliverability: bulk-looking mail from a shared sending platform lands in spam, so where the mail physically sends from matters. And the cardinal sin: a follow-up sent after the prospect already replied, which converts automation from helpful to insulting. Reply detection and automatic exit are the features to scrutinize.
How sequences work in Oneop
Oneop sequences mix automated emails, wait periods, call tasks, notes, meeting invites and conditional branches. Branches read real signals — replied, opened, clicked, meeting booked, and their negatives — and can exit a prospect, skip a step or jump elsewhere in the flow. A reply pulls the prospect out automatically, so nobody gets a follow-up after they have answered. A/B testing is genuine: put weighted variants on an email step and the split is deterministic per recipient. Opens and clicks are tracked with a pixel and HMAC-signed link rewriting.
The deliverability answer is structural: sequence email sends from each rep’s own mailbox — Gmail or Microsoft 365 connected in one click via OAuth, or any SMTP/IMAP server — not from a shared platform pool. Credentials are encrypted at rest, and replies thread back onto the deal. Teams sending at volume can add a verified custom sending domain with managed DKIM signing; if the domain is not verified, the send is blocked rather than sent unsigned.
Stated plainly: sequences ship in every workspace, with the plan entitlement starting at Starter. There is no module to switch on — but nothing can send until a rep connects their own mailbox, which is the real gate on anything that sends email on your behalf.
Related terms: CRM pipeline. Product pages: Sequences, CRM.
Related terms
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