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Set your team’s outreach rules once, and every sequence follows them. Nobody emails a contact another rep owns, a prospect with an open deal, or the rest of a company that just booked a meeting. A call result can move someone to the right sequence on its own. Reps do not have to remember anything. The rules are checked when someone is added, before each step runs, and whenever something happens, such as a reply or a call result. The Sequencer is in early access, on Enterprise, Enterprise+ and Admin seats for teams in the early access program. The team owner and members with the Admin license change the rules. Everyone can see them, and which rule applied to a person, and why.

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How rules work

Click Rules ▸ next to a sequence’s tabs to open the rules that sequence follows. Admins can also open Settings › Rules at the top right of the Sequencer. Rules come in rule sets. Every team has one, the Team default, and every sequence follows it unless you pick another. Make more sets, such as Inbound and Outbound, when groups of sequences need different rules. Every rule in a set applies to every sequence on it, unless the rule is limited to some of them. A rule is one of three kinds:

Don't add

Who may be added. “If there’s an open deal at their company, don’t add them.”

Skip or stop

Checked before steps. “If 4 calls in a row go unanswered, skip the rest of the calls.”

What happens next

What an outcome does. “When a call is marked Not interested, move them to Nurture.”

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The rules page

The page shows one rule set at a time. With more than one set, pick it from the row of names at the top. From top to bottom:
  • Used by N sequences: the sequences on this set. Click it to see them all. + Sequence moves another sequence onto these rules.
  • Needs you: anything stuck. A stuck row means a rule tried to move people, but the other sequence turned them away. Click See who, or Move all N now once it’s fixed. A No next step row is a call result that leads nowhere on these rules while people wait on it. Click Add a next step.
  • How people move on these rules: a map in three columns. Before they start holds the rules that keep people out or start them elsewhere. The middle shows the sequences on the set. What happens next shows where each outcome sends people.
  • Rules: every rule, in three rows: Don’t add, Skip or stop and What happens next. Each rule reads as a sentence, with how often it acted in the last 30 days. Use its switch to turn it off or on, and its ⋯ menu to Rename, Duplicate or Delete it.
  • Advanced: how long Salesfinity reuses stored CRM data. See How fresh CRM data is.
Tags under a rule warn you about it:

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Rule sets

  • New rule set asks for a name, then how to Start: as a copy of another set, or with no rules at all, so nobody is kept out, not even CRM opt-outs. When you copy, rules limited to particular sequences come across switched off.
  • To put a sequence on a set, use + Sequence on the rules page, or the Rules field in the sequence’s Settings. A sequence follows one set at a time.
  • In the set’s ⋯ menu, Make team default makes it the set for every sequence that has not picked one, and for new sequences. Rename changes its name everywhere it shows.
  • You can’t delete the team default, or a set that any sequence follows, archived ones included. Move those sequences to other rules first.

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Write a rule

Click + Add on a row of the rules list, or a + on the map. The editor reads as a sentence:
1

Pick the kind

Don’t add, Skip or stop or What happens next.
2

If, or When

What to check, such as Called before, or for What happens next, what happened, such as A call is marked…. Turn it around: match when this is not true flips a check.
3

Then

What to do, such as Start them in another sequence instead or Move to another sequence.
4

Only if, and Advanced

On a Don’t add or Skip or stop rule, Only if adds more checks, all of them or any of them, nested up to three levels, with up to 30 checks in a rule. Advanced holds the finer settings, including Only in these sequences.
5

Name it and save

A name is suggested. It shows on each person’s timeline when the rule acts. Click Save rule.
While you edit, the panel on the right shows what the rule would do. Right now counts the people already in these sequences who match, up to 2,000 checked, with a few names and why they match. For some rules you can also act on those people when you save, for example Also move the N who already match to Nurture when I save. Last 30 days shows what the rule did recently.

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What a rule can check

Last call result looks at one call. To look further back, such as “anyone marked Not interested in the last 180 days”, use Had this call result. More than N days ago is how you find people to re-engage.

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What a rule can do

Don’t add rules decide as each person is added: Skip or stop rules decide before a step. Pick whether the rule is checked before calls, emails or every step. When more than one rule matches, the strongest wins. As someone is added: Don’t add beats Start them in another sequence instead, which beats Hold for approval. A flag never decides anything. Before a step: Stop them beats Pause them, which beats Skip.

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What happens next

A What happens next rule pairs one outcome with one or more actions. Use and… to add more actions. It runs every time the outcome happens.

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Only in these sequences

Under Advanced, Only in these sequences limits a rule to some of the sequences on its set. Leave it empty to use the rule in every sequence on the set. You can pick up to 50.
  • In the rules list the rule shows Only in and the sequences’ names.
  • Picking a sequence that is not on this set does nothing. If none of the picked sequences can use the rule, it is tagged Not used.
  • A Start them in another sequence instead rule can’t list the sequence it starts people in.

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Start them in another sequence instead

This Don’t add action sends people to the right sequence before they start. For example: if someone was called 6 or more times in the last 90 days, start them in a nurture sequence instead of this one.
  • It runs whenever someone is being added to the sequence: from Add people, a move by hand, or a Move to another sequence rule.
  • They never start in this sequence. They start in the other one, and both sequences show why. The other sequence’s own rules, do-not-contact list and limits still apply.
  • If the other sequence turns them away, they don’t start in either sequence, and the reason says so: Couldn’t start them in “Nurture”: …. Someone being moved stays where they were.
  • If the other sequence is turned off, they wait there until it is turned on. If they are already in it, they stay where they are.
  • They are sent on only once. A rule in the other sequence does not send them on again, so two sequences can never pass someone back and forth.
In the add-people preview, they show under Start in the other sequence, with the rule’s name. Start here anyway keeps them in this sequence, on hold for approval. On the Not added tab they show as Started in another sequence, and in the other sequence their timeline says Started here instead of this one.

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Move people to another sequence

To move people by hand, select them on a sequence’s People tab and choose Move to sequence, or open one person and choose Move to another sequence…. Pick the sequence and click Move. They join the sequence you pick and leave the one they’re in now. Their open task in the old sequence is closed, not moved. If a rule of the new sequence refuses them, they stay where they are, and the message says why, for example 2 moved, 1 couldn’t be — …. A person’s timeline shows Moved to Nurture in the old sequence and Moved in from it in the new one. A move that was refused shows Couldn’t move to Nurture, with the reason. When a Move to another sequence rule is turned away, the person carries on where they are, their page says Couldn’t move with a Move to Nurture now button, and the rules page lists them under Needs you.

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Approve held people

When a rule holds someone for approval, they show on the sequence’s People tab as Awaiting approval, with the rule that held them.
1

Open the People tab

Filter to Awaiting approval.
2

Approve or reject

One at a time or in bulk. The sequence owner or a team admin can approve. The rep who added the person cannot approve their own request unless they are an admin.
An approved person starts at the first step, or waits for the sequence to be turned on. A rejected person is finished with the note you left. Both decisions show on their timeline.

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What call results do on their own

Some call results change the enrollment before any rule runs:

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The team default

New teams start with these rules. Most teams keep them, and you can edit or turn off any of them.
Who may be added
  • Flag people another rep owns in the CRM.
  • Don’t add people with an open deal.
  • Don’t add people who opted out in the CRM, for email or calls.
  • Flag people another rep is already working in another sequence.
When to skip, and what happens next
  • Stop emailing after 3 unopened emails: skips the rest of the emails.
  • Stop calling after 4 unanswered calls: skips the rest of the calls.
  • A meeting stops everyone else at the company, in every sequence on the team.
  • An interested reply stops everyone else at the company, in every sequence on the team.
Two reps reaching the same company? The defaults only flag. To keep people out instead, change Flag people another rep is already working to Don’t add, and add a Contacted recently rule set to Don’t add.

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How fresh CRM data is

Salesfinity reuses a contact’s stored CRM data for a while: 24 hours unless you change it under Advanced on the rules page, from 1 hour to 7 days. Each rule set has its own setting. After that, a CRM rule reads your CRM again when it needs to, as the person is added or before a step runs. Nothing re-reads your CRM on a schedule. The add-people preview and the Right now panel use the CRM data already in Salesfinity, so they make no CRM calls. A rule that needs a fresh CRM read is checked for real as each person is added.
A rule set is a policy over the API. Its rules are Don’t add and Skip or stop rules, and its outcome_rules are What happens next rules. Each can carry sequences, the Only in these sequences list; absent or empty means every sequence on the set. Conditions: crm_owner_is_other_rep, crm_open_deal, crm_record_field, crm_opted_out, active_in_other_sequence, touched_within_days, emails_unopened_streak, calls_unanswered_streak, prior_calls, last_call_result, had_call_result, contact_field. Rule actions: block, warn, require_approval, route_to_sequence, skip_step, pause, finish. Scopes: enrollment, step, email_step, call_step. Outcomes: call_dispositioned, sequence_completed, meeting_booked, positive_reply, reply_classified, not_interested, callback_later, reach_out_later, deal_detected, and the older finished_no_reply. Outcome actions: enroll_in_sequence, finish_contact, pause_contact, finish_account_mates, pause_account_mates, create_task. See the Sequencer API quickstart.

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Next steps

Handle replies

How replies are read, and what each kind does.

Enroll people

See the rules at work in the add-people preview.

Work your tasks

Calls, emails and to-dos, in one list.

Fix problems

Someone refused or stuck? Start here.