SD-301h · Module 1

Sequence Architecture

3 min read

A sequence is not a list of touches. It is an orchestrated campaign with a narrative arc. Touch one introduces the hypothesis. Touch two provides evidence. Touch three creates urgency. Touch four offers a different angle. Touch five is the pattern interrupt. Each touch builds on the last. If the prospect reads only touch four, it should still make sense — but if they have seen touches one through three, the cumulative effect is stronger. The sequence tells a story over time. Each chapter advances the narrative.

Spacing matters as much as content. Touches too close together feel aggressive. Too far apart lose momentum. The optimal spacing depends on the buyer persona and the deal size. For enterprise decision-makers: day 1 (email), day 3 (LinkedIn), day 5 (phone), day 8 (email with new angle), day 12 (video), day 17 (email with case study), day 22 (final value email). Seven touches over three weeks. Each in a different channel or with different content. The prospect experiences variety, not repetition.

Do This

  • Design sequences with a narrative arc — each touch advances the story
  • Vary the channel with each touch to create surround sound, not single-channel fatigue
  • Space touches based on the buyer persona — executives need more breathing room than practitioners

Avoid This

  • Send five emails in five days with the same pitch and hope persistence works
  • Use one channel exclusively because it is the easiest to automate
  • Front-load the sequence with three touches in three days and then go silent for two weeks