Automation
Sequences triggered by what someone actually did, not by a calendar. The value is in the triggers and the data behind them; the platform is the least interesting part of the decision.
Stated as we hear it, before any mention of what we would do about it.
Qualitative, because we do not publish numbers we cannot evidence.
Scope
Six to twelve weeks for a first set of sequences.
How it works
A process before and after automation
Before: five steps, four of them manual. After: the same outcome with one human decision point and a defined exception path for when the system is unsure.
The boundary
Naming the boundary early removes the most common source of disappointment in an engagement.
Only at volumes where a person cannot review each enquiry. Below that, scoring adds a model to maintain and argue about while a five-minute human read does the job better.
Usually because it is triggered by time rather than behaviour. A message sent because someone read a pricing page is relevant; the same message sent on day four to everyone is not, and readers can tell the difference.
Sequences triggered by what someone actually did, not by a calendar. The value is in the triggers and the data behind them; the platform is the least interesting part of the decision.
Businesses with a considered sales cycle and inconsistent follow-up; Teams whose email programme is a monthly send to everyone; and Organisations where lead handover is a recurring source of friction
Lifecycle stage definitions agreed between marketing and sales; Behaviour tracking sufficient to trigger on, which usually needs fixing first; Sequence design for the moments that matter rather than a full lifecycle build; Lead scoring where volume justifies it, with the model documented and reviewable; CRM integration so sales sees the same history; and Reporting on progression between stages, not just email open rates
Enquiries go cold because follow-up depends on someone remembering; Every contact receives the same sequence regardless of what they did; and Marketing passes leads to sales with no agreed definition of ready
Follow-up that happens on behaviour rather than on availability; Content matched to where someone is in a decision; and An agreed handover point between marketing and sales
Six to twelve weeks for a first set of sequences.
Connected
Describe where the work currently is and what it has to achieve commercially. We will tell you what we would scope, what we would leave alone, and whether this is the right service to be buying first.
