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A CRM sequence is a flow that runs after a lead has replied: a first reply, then timed follow-ups if the conversation goes quiet. You write a goal for each step, the AI drafts the message from the conversation, and you approve every message. Nothing sends on its own. Find them under CRM → Sequences in the sidebar.

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How they differ from campaigns

See Email campaigns, LinkedIn campaigns and Message campaigns for the cold outreach side.

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Build a sequence

1

Create it

On CRM → Sequences, click Create sequence. Enter a Sequence name, for example “Demo requested”, and optionally a description of when it should be used. You land on the editor.
2

Set the first step

The first step is always the Immediate reply. It is drafted as soon as the lead’s reply is classified, and its delay cannot be changed.
3

Add follow-ups

Add follow-ups. For each one, set Wait after previous message in Minutes, Hours or Days. The wait must be a whole number of at least 1. A sequence can have up to 30 steps in total.
4

Write a message goal for each step

A Message goal tells the AI what the message should do. For example: “Answer their question clearly and suggest a suitable next step.” Every step needs one. The AI writes the wording from the conversation, your instructions and knowledge and this goal.
5

Save and publish

Save draft keeps your edits. Publish makes them live. Only a published version runs. Editing a sequence changes its draft until you publish again, and a published version is not altered while it runs.
The editor shows a timeline on the side with the total span of the sequence. Duplicate, in the actions menu, copies a sequence. An archived sequence cannot be published or assigned: duplicate it, or delete it from the library. The library lists each sequence with its Steps, what it is Used for and its status: Draft, Published or Archived. Three numbers sit above it: Published, In use and Not assigned.

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Attach it to a category

A sequence does nothing until a subcategory points at it. Go to Settings → CRM & leads → Lead categories and pick the sequence in the Sequence column of a subcategory. Each subcategory has at most one. When a reply is classified into that subcategory and the sequence is active and published, the run starts. Subcategories with No sequence still get a draft. The AI writes one from the conversation alone, so no reply is left without something to review. See Instructions and knowledge. A sequence is not tied to one channel. The channel the lead’s conversation is on decides where the message goes.

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How a run behaves

  1. The lead replies and is classified.
  2. The Immediate reply draft appears in Action required. The record is waiting for you.
  3. You send it. The record moves to Waiting, and the next step is scheduled after its wait.
  4. When that time arrives, the AI drafts the follow-up. It appears in Action required as Follow-up due.
  5. You send it, and the next one is scheduled, until the last step. Then the run is complete and the record is Idle.
Because every message is a draft, a follow-up that is not wanted is one click to discard.

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What stops it

  • The lead replies again. A new reply cancels the pending follow-ups and any unsent drafts, because the conversation has changed. The reply is classified and a new run can start.
  • You answer by hand. A reply you write yourself takes over the current step, so the run continues. If the record has no pending step, sending by hand ends the run.
  • Do Not Contact. Marking a person Do Not Contact interrupts their runs.

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Control a single lead

On a record, Manage record has Pause sequence and Resume sequence, Snooze a day and Close record. Skip step marks the current step done without sending it, and the next step then waits its usual delay.
Start with two or three steps. Follow-ups a week apart usually read better than daily ones, and you can always add a step later and publish again.

Action required

Where each draft waits for you.

Instructions and knowledge

Shape the wording and attach subcategories.

Pipeline

See leads waiting on a follow-up.

Email campaigns

Cold outreach, sent on a schedule.