---
title: Configuring Sequences
description: Setting up Sequences
---
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# 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 at the top right of the screen or click the *Clone sequence* icon  next to an existing *Sequence* if you are using an 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. Configure *Entry & Inclusion Criteria*. This determines which leads will be added to the *Sequence* once a triggering event occurs.
**Sequence entry triggering events** include lead assignment (automated or manual) and Reps logging call results. Once those actions happen, *Sequence* entry criteria will be checked, and if the leads meet the criteria, they will be entered into the applicable *Sequence*.
Leads cannot be entered into *Sequences* outside of these actions. Turning on a *Sequence* will NOT trigger *Sequence* entry for all leads that currently meet that criteria.
If leads are already in a *Sequence* and the call result that a Rep selects does not move them out of the current *Sequence*, leads will not enter a different *Sequence* when a triggering event occurs. One lead can only be in one *Sequence* at a time.
1. Determine *Entry Criteria*, which is the phase of the sales cycle that leads need to be in to enter the *Sequence*. Available phase selections:
1. Cold Call: prior to an initial demo set in the current sales cycle.
2. 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.
3. Demo not held at set time: after the time that the initial demo was supposed to be held in the current sales cycle.
4. Demo held: after an initial demo is held in the current sales cycle.Set up your sales phase Entry Criteria (shown below).
2. Determine the *Inclusion Criteria*, which are other lead and activity attributes to use for *Sequence* entry:
1. Industry. Any industries that you have configured in *System Configuration \> Your Organization \> Object Manager*.
2. Person Spoken to. This can be the decision maker (DM), the non-decision maker (NDM aka gatekeeper), or no contact.
3. 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.
4. Channel. This is either outbound or inbound.
5. Lead Source. Any lead sources that you have configured in *System Configuration \> Your Organization \> Object Manager*.
6. State / Province.
7. Custom Filters (dropdown, multi-select dropdown, and boolean field types).
8. Pipeline Stages
- This allows you to get more specific with where leads are in the sales cycle when determining if they enter your *Sequences*.
- *For example, if in a Cold Call Sequence, you want to automatically remove leads from the Rep's ownership and rest them if the Rep hasn't made successful contact after 4 dials, you can use the "No Contact" pipeline stage to ensure leads that are in later stages (NDM Contact, DM Contact, etc) are not entered into the Sequence and subsequently automatically released and rested.*
5. Add your *Sequence* steps. If not the first step of the *Sequence*, click the plus icon underneath a task.
1. Choose your step type.
1. Phone call.
2. Automated Email: select from email templates that you have created already or create a new email template.
3. 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 5b below.
4. Automated SMS: select from SMS templates that you have created already or create a new SMS template.
5. 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 5b below.
6. 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.*
2. 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 *Lead Cards* when the tasks populate in Reps’ Queues.
3. Add time delays between the previous step and this step\*.
\* Automated emails and SMSs have a minimum 15-minute delay.
4. 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).
1. Do not delay this step based on specific time event times.
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.
2. Replace step with specific time event (default for cold call phase).
If a lead has a future event that is scheduled to start after this step is supposed to happen, this step will be replaced with the future event. We recommend this setting for *Sequences* in the cold call phase to help ensure that if Reps agreed to call a prospect at a specific time on a future date, that the prospect does not receive other outreach before that time.
\* 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.
3. 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,
6. 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.
1. Click the plus icon  underneath a phone call task.
2. Click the *Call Dispositions* button under the *Branching* section.
3. Add the *Call Dispositions* that you would like to use for each branch.
4. Click *SAVE*.
5. 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*.
7. 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*.
1. 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.*
2. 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.*
3. 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.
4. 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.*
This is only applicable if a call result selected in the previous step does not already put the lead in another phase.
5. 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***
8. 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 log call results or are assigned, claim, or receive ownership of leads that have entry and 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 Queues*. Reps’ next actions will be served to them in the Sellfire* Suggested Action* section.
If toggled on (*Sequences \> Settings*) by an Enablement user, Reps are able to remove and/or *SNOOZE* tasks. Enablement users can monitor those activities on a Rep-by-Rep basis in *Sequences* dashboard reporting.
### 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. 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
| 1. Create and update saved views. Save specific sets of the following configurations for easy access to specific data sets at a later time. 2. Select your saved views. 3. Select date ranges. Select from default timeframes or create custom ranges. 4. 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*. 5. Hide metric tiles and/or specific charts within them. 6. Drag and drop metric tiles. Reorder the metric tiles for what works best for you. 7. 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. 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*.
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