Make follow-up automatic and consistent.
Follow-up doesn’t fail because people “don’t care.” It fails because the system is unclear: no default cadence, no reminders tied to stage movement, and no escalation when the next step doesn’t happen. We install sequences, tasks, and reactivation workflows so follow-up becomes the standard—not a best effort.
- Inconsistent cadence: prospects get random outreach instead of a plan.
- No escalation: stalled deals sit quietly until they die.
- No reactivation: old leads never get a second chance.
Why follow-up breaks
Most teams rely on memory and motivation. That’s not a system. Follow-up breaks when the next step isn’t enforced, reminders aren’t tied to the pipeline, and there’s no escalation path when a lead goes silent. The fix is an operating cadence: sequences for the default path, tasks for humans, and escalation rules for exceptions.
Follow-up is a policy. If it isn’t built into the workflow, you’re depending on heroics.
1) A default follow-up cadence (so nothing is “ad hoc”)
We install a clear cadence by lead type and stage: what happens in the first hour, first day, first week, and what “done” looks like. The cadence becomes the standard operating path for every lead.
- Fix: stage-based cadence rules tied to timing and outcomes.
- Result: consistent coverage without manual remembering.
- Includes: message timing, channel mix, and stop conditions.
- Verification: test leads run through the full sequence.
2) Sequences + reminders (automation with guardrails)
We build sequences that do the default work automatically—and reminders that assign humans when the system needs a real person. The key is guardrails: clear triggers, stop conditions, and “human required” checkpoints.
- Fix: sequence logic tied to stage movement, time, and outcomes.
- Result: fewer missed touches and less manual chasing.
- Includes: tasks, notifications, and owner accountability.
- Verification: exception cases tested so automation doesn’t do the wrong thing.
3) Escalation rules (when the next step doesn’t happen)
If a lead stalls, the system should escalate automatically. We set escalation paths that trigger when response windows or stage progress targets are missed—so stalled deals get attention before they die quietly.
- Fix: escalation triggers by time-in-stage and missed touchpoints.
- Result: fewer silent failures and faster recovery.
- Includes: manager alerts, reassignment rules, and task escalation.
- Verification: simulated stalls to confirm escalation fires correctly.
4) Reactivation (recover value from old leads)
Reactivation is where most teams leave money on the table. We build reactivation campaigns and “return to pipeline” rules so old leads get structured follow-up—without cluttering your active workload.
- Fix: reactivation segments, timing windows, and return-to-active criteria.
- Result: recovered opportunities from the leads you already paid for.
- Includes: win-back sequences, reminders, and outcome tracking.
- Verification: reporting that shows reactivation performance and conversions.
If follow-up depends on memory, it won’t scale.
We’ll define your cadence, install sequences and reminders, add escalation rules, and build reactivation so follow-up happens consistently—without heroics.
FAQ
What follow-up cadence do you recommend?
Cadence should match lead type and urgency, but the rule is simple: define it, enforce it, and measure it. We build a default cadence plus exception handling.
How do you prevent automation from doing the wrong thing?
Guardrails: clear triggers, stop conditions, and “human required” checkpoints. We test edge cases so sequences behave correctly.
Do you handle reactivation for old leads?
Yes. We build segmentation and return-to-active rules so old leads get consistent outreach without overwhelming your day-to-day pipeline.
How do you measure follow-up performance?
Response time, touch coverage, time-in-stage, and outcome conversion. We keep reporting decision-ready, not complicated.
