Configuring Sequences

Enablement users are able to create Sequences in Sellfire that can be applied to specific leads during specific sales phases to automatically contact and/or prompt reps to manually engage with prospects through SMS, emails, calls, and/or custom tasks in the order and cadences that you choose.

Once configured and activated, when the applicable leads are assigned to reps and/or when leads meet your configured entry criteria for those Sequences, they will flow into Sequences where, through their Dialer section, reps will be prompted to complete specific tasks (SMS, emails, calls, custom tasks) and SMS/emails will be automatically sent based on the lead activities that you have chosen.

Create Sequences

Create & name.

1. Click on the Sequences icon    in the left-navigation bar, and either click the Create Sequence button    or click the Clone sequence button next to an existing sequence if you are using the existing sequence as a template.

2. Click the edit icon   > Rename Sequence to name your new Sequence.
   
   Build your workflow.

3. Click the edit icon    > Edit Sequence to start building your Sequence.
4. Set up your sales phase Entry Criteria (shown below).
   Available phase selections:
   
   • Cold Call: prior to an initial demo set in the current sales cycle.
   • Demo set for future date: after an initial demo set in the current sales cycle but before the time at which it is supposed to be held.
   • Demo not held at set time: after the time that the initial demo was supposed to be held in the current sales cycle.
   • Demo held: after an initial demo is held in the current sales cycle.
5. Set up your lead Inclusion Criteria (shown below).
   Available Inclusion Criteria:
   
   • Industry.
   • Person Spoken to.
   • Call results: After a rep confirms a call result (the most-recent call result if multiple dials were made consecutively to the same lead), the entry criteria will be checked. The options include call results that cause the lead to enter the phase associated with this Sequence and call results that keep the lead in the phase associated with this Sequence.
     • Call results that cause leads to move out of the phase associated with this Sequence are not available to use as part of this Sequence. Those call results are available in Sequences associated with those subsequent phases.
     • Note that if a lead is already in another Sequence in the same sales phase, confirming a call result associated with the entry criteria for this Sequence will not bring that lead into this Sequence. To accomplish that Sequence transfer, you would need to configure the end Sequence actions in the other Sequence (detailed in step 11 below) to transfer the lead to this Sequence based on your desired call results.
   • Channel.
   • Lead Source.
   • State / Province.
   • Custom Filters (dropdown, multi-select dropdown, and boolean field types).
     

     
     Create your Sequence steps.

6. Click the plus icon    underneath a task (not applicable to the first step).
7. Choose your step type.
   • Phone call.
   • Automated Email: select from email templates that you have created already or create a new email template.
   • Manual Email: Reps will be prompted in their Dialers to manually email prospects based on the prompt you have given them in the notes referenced in step 8 below.
   • Automated SMS: select from SMS templates that you have created already or create a new SMS template.
   • Manual SMS: Reps will be prompted in their Dialers to manually SMS prospects based on the prompt you have given them in the notes referenced in step 8 below.
   • Custom Task: Reps will be prompted in their Dialers to complete any task that you have dictated when creating this task. Once they have completed the task, they can mark it as complete in Sellfire.
     Example: If you would like your reps to connect with prospects on social media at a certain point in the sales cycle, you can create a custom task for them to do that.
8. Add notes to reps about the intent of this step and/or suggest templates that you would like them to use. These notes will populate in reps’ Dialers.
9. Add time delays between steps*.
   
   * Automated emails and SMSs have a minimum 15-minute delay.
10. Consider future specific time events that do not change a lead’s phase (changing phases automatically moves leads out of Sequences).
    Select one of the following options found under the Scheduled Event Options section at the bottom of the Edit Step drawer that appears on the right side of your screen (shown below).
    
    • Do not delay this step based on specific time event times (default).
      If a lead has a future specific time event that is scheduled for after this step is supposed to happen, this step will still populate to the rep before that future specific time event per your step delay settings.
    • Replace step with specific time event.
      If a lead has a future specific time event that is scheduled for after this step is supposed to happen, this step will be replaced with the future specific time event.
      * Note: We recommend that you do not use this for Sequence steps in the Demo set for future date phase. If the Sequence is in the Demo set for future date phase, the future specific time event will be the demo, so if you select this for steps in that phase, the steps will be replaced by the demo. This means that those steps will not take place.
    • Remove lead from sequence if specific time event is scheduled.
      If a rep has scheduled a specific time event (that does not already remove the lead from this phase / Sequence) for a time that is after this step is supposed to take place, the lead will be removed from the Sequence.
      * Note: We recommend that you do not use this for Sequence steps in the Demo set for future date phase. If the Sequence is in the Demo set for future date phase, the future specific time event will be the demo, so if you select this for steps in that phase, the leads will be removed from the Sequence, and those steps will not take place.
      
11. Add branches* based on specific call results.
    With this function, you are able to have separate workflows based on the results of calls. This is especially useful when configuring separate communication strategies based on whether or not the rep contacted someone during their call.
    
    • Click the plus icon    underneath a phone call task.
    • Click the Call Dispositions button under the Branching section.
    • Add the Call Dispositions that you would like to use for each branch (shown below).
    • Click SAVE (shown below).
    • An additional branch will be automatically created for the call results that you did not include in your other branches.
      
      * There is a maximum of 5 branches per step and 20 total branches per Sequence.
12. Determine where leads go when Sequences end*.
    At the end of every branch, you can determine what will happen with the lead once it has completed the last task of the Sequence.
    
    • Repeat the Sequence. The lead will be sent back to the beginning of the Sequence.
      Use case: If you would like reps to attempt to call prospects at a specific cadence prior to making contact with the prospect, you can configure a branch that includes call results that indicate no contact has been made, add a time delay, and if the rep selects a call result that indicates they were unable to contact the prospect, they will prompted to attempt to dial again at your configured cadence until contact has been made.
    • Transfer to another sequence associated with the same sales phase.
      Use case: If you would like reps to attempt to dial inbound leads more frequently than other leads, you can set up an inbound lead Sequence with shorter breaks between calls, and then once your rep has dialed a certain number of times (per your Sequence), transfer the lead to your standard cold call Sequence.
    • Release the lead from the rep’s ownership. The lead will move to resting for the amount of days that you have configured in System Configuration > Rules of Engagement > Released Lead Resting. This is only applicable if a call result selected in the previous step does not already put the lead in another phase.
    • Move the lead to released lead resting, regular resting, long resting, or retired phases (and release from the rep’s ownership). The lead will move to the resting phases for the amount of days that you have configured in System Configuration > Rules of Engagement > Released lead resting, Regular Resting or Long Resting or to the retired phase and out of circulation. This is only applicable if a call result selected in the previous step does not already put the lead in another phase.
    • End the Sequence for the lead. The lead will be removed from the Sequence and added to the Sellfire default Sequence for its current phase.
      
      

      * If the lead moves to another phase (based on call results reps select), including resting, retired, and customer phases, it will automatically leave the Sequence and be added to your applicable Sequences for those subsequent phases (if the lead meets the entry criteria for those subsequent Sequences).
      
      Activate your Sequence.

13. Click the Start Sequence button  .

Edit Sequences

1. In the Sequences home page, click the edit icon    > Edit Sequence next to the Sequence.
2. Pause your Sequence. Edits can only be made to Sequences when they are paused.
3. Click the three dots    on the right side of any task card and/or click the plus icon    underneath any tasks.
   

Rep experience

Once reps are assigned, claim, or own leads that have inclusion criteria associated with Sequences, the applicable Sequences will be automatically initiated and reps will be prompted to complete the tasks from those Sequences in their Dialer feature exactly how they were previously prompted specifically for dials; but now with all task types. Reps’ next actions will be served to them in the Sellfire Suggested Action section (shown below).

If toggled on (Sequences > Settings) by an Enablement user, reps are able to remove and/or SNOOZE tasks. Enablement users will be able to monitor those activities on a rep-by-rep basis in Sequences dashboard reporting (coming soon).

Sellfire Suggested Action prioritization

By default, the Sellfire Suggested Actions that are presented to reps at the top of their Dialer queues are ranked by pipeline stage so that reps are prompted to take actions on the leads that have the highest probability to close first. This ranks the next actions for all leads that are assigned to reps, including those not associated with custom Sequences (Sellfire default contact attempt logic).

Enablement users are able to configure this ranking hierarchy for your organization by navigating to System Configuration > Lead Management > Lead Ranking.

Ranking hierarchy

1. Upcoming specific-time event
2. Pipeline stage
   • Decision call held
   • Follow up demo held
   • Demo held
   • Demo set for future
   • Demo flaked
   • DM contact interested
   • DM contact
   • NDM contact interested
   • NDM contact
   • No contact
3. Inbound lead (from Routing Rules)
4. In a custom Sequence
   • Yes
   • No
5. Stack rank of custom Sequences in the Enablement Sequences section
6. Predicted Dial Value (Sellfire native lead ranking)

Sequence settings

When in the Sequences section, click on the drawer icon (shown below) to access the Remove and Snooze task settings for reps. If toggled off, reps will not have access to those functions.

Sales phase task automation

Since sales phases in Sellfire are determined by activities reps have taken on leads in the current sales cycle, by configuring Sequences based on sales phases, Sellfire is able to ensure that only tasks that make sense for where the lead is currently in the sales cycle are being sent automatically and populating for reps. Once a lead moves into a sales phase that’s further down the sales funnel, all tasks associated with Sequences for previous phases will be automatically removed so that reps and managers don’t have to sift through stale tasks and can be confident that the next automated messages and/or manual tasks presented to them by Sellfire give them the best chance of progressing leads towards sales.

Considering multiple consecutive dials on a lead

If reps dial multiple phone numbers consecutively on a single lead (via the “Would you like to try an alternate contact” checkbox in the call results flow), Sellfire will consider the most-recent call result when determining Sequence entry and how to progress leads to subsequent steps in a Sequence.

Sequences reporting

Determine how successfully custom Sequences progress leads down your sales funnel and influence revenue to tailor lead connection flows for your reps that result in the most revenue for your organization. Measure and rank rep Sequence adherence through the Sequence performance dashboard leaderboard.

Performance dashboard

Navigate to the Sequences icon in the left navigation bar, and select the Performance tab from the pop-out drawer accessed in the upper left of that screen (shown below). Hover over any graph lines in charts to see details on that data.

Rep Leaderboard

Stack-rank reps based on the following metrics:

• Sequence Completion Count: The number of leads where the rep had an opportunity to complete the final step in a Sequence and did. This excludes leads that automatically moved out of Sequences before the end due to phase changes.
• Most Tasks Deleted: The reps who deleted the most Sequence tasks in the Sellfire Suggested Action section in the Dialer. This only applies if you have enabled reps to delete Sequence tasks via the Sequences > Settings section.
• Fewest Tasks Deleted: The reps who deleted the least Sequence tasks in the Sellfire Suggested Action section in the Dialer. This only applies if you have enabled reps to delete Sequence tasks via the Sequences > Settings section.
• Fastest Task Completion: Once Sequence tasks are available for reps to complete, how quickly, on average in minutes, that they complete those tasks.
• Tasks Completed As Expected: The count of Sequence tasks that reps have completed.

Metric tiles

For all of these metrics, leads need to complete at least one step in the Sequence(s) to be included.

Attributed Revenue

• Direct Revenue: MRR (monthly recurring revenue) for sales made while leads were in the selected Sequence(s) after completing at least one step of the selected Sequence(s).
• Influenced Revenue: MRR for sales made in the same sales cycle in which leads completed at least one step in the selected Sequence(s).

Velocity and Conversion

• Average Time in Phase: The average amount of time that leads stay in sales cycle phases while in the selected Sequence(s).
• Conversion Rate From Phase to Phase: How often leads convert to a subsequent phase in the sales cycle from the selected Sequence(s).

Events

• Number of Sets: The count of demo sets that were made while leads were in the selected Sequence(s).
• Scheduled Hold Rate: The percentage of time that any demos that were set while in the selected Sequence(s) held in the same sales cycle in which the sets were made.

Tasks

• Task Completion Rate by Sequence: The percentage of tasks (automated & manual) in the selected Sequence(s) that were completed.
• Average Task Completion Speed by Sequence: The average time that it takes to complete a manual Sequence task once it is available to reps.
• Number of Tasks Snoozed by Sequence: The count of times that reps clicked the "Snooze" button on tasks in the selected Sequence(s).

Dials

• Answer Rate by Sequence: How often reps select call results that indicate they spoke with a prospect.
• DM Connect Rate by Sequence: How often reps select call results that indicate they spoke with a decision maker.
• Number of Dials: The count of dials made on leads while in the selected Sequence(s).
• Voicemail Rate by Sequence: How often reps select call results that indicate they left voicemail.
• Bad Number by Sequence: The count of times reps have selected the "Wrong #" call result while leads are in the selected Sequence(s).

Email

• All Emails: Including Open Rate, Clickthrough Rate, Bounce Rate, Unsubscribe Rate, and Reply Rate.
• Open Rate by Sequence: How often prospects open emails sent as part of Sequence tasks.
• Clickthrough Rate by Sequence: How often prospects click on links in emails sent as part of Sequence tasks.
• Bounce Rate by Sequence: How often emails sent as part of Sequence tasks are not successfully delivered.
• Unsubscribe Rate by Sequence: How often prospects unsubscribe via the footer of emails sent as part of Sequence tasks.
• Reply Rate by Sequence: How often prospects reply to emails sent as part of Sequence tasks.

SMS

• All SMS: Including Delivery Failure and Delivered Successfully.
• Delivery Rate by Sequence: How often SMS sent as part of Sequence tasks were delivered to prospects.
• Failed Rate by Sequence: How often SMS sent as part of Sequence tasks failed to be delivered to prospects.

Pinned Sequences

• TOTAL SALES: Sales that were made while leads were in this Sequence after completing at least one step in the Sequence.
• REVENUE INFLUENCED: MRR for sales made in the same sales cycle in which leads completed at least one step in the Sequence.
• CLOSE RATE: How often all held demos (initial, rescheduled, follow up) resulted in sales while in the Sequence.
• CONVERSION RATE: How often leads convert to a subsequent sales cycle phase (or a sale is made) from the Sequence.
• HOLD RATE: How often any demos were set and held in the selected Sequence.
• NOT INTERESTED RATE: How often any leads that enter the Sequence received a “not interested” call result while in the Sequence.

Performance dashboard configurations

Create and update saved views. Save specific sets of the following configurations for easy access to specific data sets at a later time. Select your saved views. Select date ranges. Select from default timeframes or create custom ranges. Add global filters. Filter all metric tiles by specific Sequences, Sequences that apply to specific phases in the sales cycle, and/or reps, teams, and sites that owned the leads while in those Sequences. Hide metric tiles and/or specific charts within them. Drag and drop metric tiles. Reorder the metric tiles for what works best for you. Pin specific Sequences. Easily access reporting for your specific Sequences.

Sequence home and editing screens

Sequence card

Each Sequence has high-level reporting in its card that allows you to quickly access key information.

1. Steps: how many tiers of steps that you have in the Sequence.
2. Types of tasks: how many of each type of task that you have in the Sequence.
3. Number of leads currently in the Sequence.
4. Number of leads that have completed the Sequence.
5. Number of leads that have converted to a subsequent phase in the sales cycle after completing at least one step in the Sequence.
6. Number of leads that have received a not interested call result while in the Sequence.

Lead drill down tables

View lists of all leads associated with specific Sequences and access detailed information about specific leads by clicking on the ALL LEADS button at the top of the Sequence editing screen.

Navigate to Sequences > Sequences Home > Edit Sequence and click ALL LEADS at the top to the right of the counts of leads impacted by that Sequence. A modal will open with all applicable leads (shown below). Click on the business names of the leads to be taken to the Lead Detail page. The green, blue, red, and light green circles next to the left of each lead align with the counts of leads at the top and help you quickly determine which leads are actively in the Sequence (green), have completed the Sequence (blue), received a “not interested” call result while in the Sequence (red), or converted to a subsequent sales cycle phase or sale (light green).

Dashboard filters

Filter dashboard Reporting, Coaching, Event, Pipeline, and Transfer Metrics views by specific Sequences to see sales rep activities for only those Sequences.