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A sales development manager rolls out the Sales Accelerator and three weeks later activity volume looks the same. The sequences are configured, the reps are trained, and nothing has changed. The diagnostic is usually the same: the sequence design is too complex for the SDRs to follow consistently, and the metric they care about is not the one the dashboard reports.

What It Does

Sales Accelerator is a ranked work list with sequences. Reps open the Accelerator; next best action surfaces (call, email, LinkedIn). Removes “what do I do next” friction. The work list is built from the rep’s open activities, ranked by sequence step and lead score. The first item is what the rep should work on now.

Work list ranking:
1. Sequence step due today, highest-score lead
2. Sequence step overdue
3. Manually assigned activity due today
4. Suggested next-best-action from AI

The ranking is opinionated; reps who skip the top item routinely should be flagged for coaching, not blamed for poor judgment.

Sequences

A sequence is a pre-built sequence of steps (call, email, call, email). Assign sequences to leads or contacts; reps follow them. Edit sequences based on conversion data. Sequences come in two flavors: time-based (do step N on day X) and engagement-based (do step N when prospect did Y).

Time-based:
Day 1: send intro email
Day 3: phone call
Day 5: follow-up email
Day 8: LinkedIn touch
Day 12: break-up email

Engagement-based:
On open: phone call within 1 hour
On click: send case study, schedule call
No engagement after 5 days: change angle

Engagement-based sequences perform better but require more design and more measurement.

Setup

Enable Sales Accelerator via Sales Settings. Build sequences. Assign to segments. Train reps. Measure within 30 days. The training step is non-negotiable; reps who do not understand the work list assume the system is broken.

Setup checklist:
1. Enable Sales Accelerator in Sales Hub settings
2. Configure work list filters per role
3. Build first sequence (5 steps max)
4. Assign to a segment
5. Run a one-week pilot with 3 reps
6. Measure baseline activities and conversion

The five-step ceiling is deliberate. Long sequences look thorough on paper and get abandoned in practice.

Metrics

Activities per rep per day, sequence completion rate, conversion rate per sequence, time-to-first-touch. Publish weekly. Rep behavior follows what is measured. The most leading indicator is time-to-first-touch on inbound leads; if it climbs, the work list ranking is wrong or the rep capacity is overloaded.

<fetch aggregate="true">
  <entity name="lead">
    <attribute name="leadid" aggregate="count" alias="cnt" />
    <attribute name="msdyn_firsttouchtime" aggregate="avg" alias="ttft" />
    <link-entity name="systemuser" from="systemuserid" to="ownerid">
      <attribute name="fullname" groupby="true" alias="rep" />
    </link-entity>
    <filter>
      <condition attribute="createdon" operator="last-x-days" value="7" />
    </filter>
  </entity>
</fetch>

This pulls the per-rep first-touch time over the last week. Rank reps by time and coach the bottom quartile.

Pitfalls

Over-customized sequences — too many steps, too prescriptive. Reps skip them. Start with a five-step sequence; add complexity as data supports it. The second pitfall is mixing manual activity creation with sequence-driven activities; reps see two work lists and ignore both.

Common pitfalls:
- Sequences with 12+ steps
- Multiple overlapping sequences on the same lead
- Manual activities competing with sequence steps
- No exit condition on reply or interest signal

Voice and Tone of Templates

The sequence templates ship as starting points. Customize them to match your team’s voice or reps will rewrite each one before sending, which kills the velocity gain. Build five to ten template variants per stage and let reps pick.

Integration with Conversation Intelligence

When a sequence step is a call, Conversation Intelligence (if licensed) auto-records and analyzes. The next sequence step can branch on the call outcome. This closes the feedback loop that older cadence tools could not.

What to do this week

Pick one segment, build a five-step sequence with one engagement branch, and pilot with three reps for two weeks. Measure activity volume, first-touch time, and conversion. Compare against the prior two weeks and adjust sequence design before broader rollout.

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