Measuring Sequence Performance

A sequence has five performance metrics that matter. Completion rate: what percentage of prospects receive all touches in the sequence? Reply rate: what percentage respond at any point? Meeting rate: what percentage book a meeting? Pipeline rate: what percentage enter the pipeline? And the most important — revenue per sequence: how much closed revenue can be attributed to prospects who went through this sequence? Revenue per sequence is the only metric that connects outreach effort to business outcome. A sequence with a high reply rate but low pipeline rate is producing conversations, not pipeline.