Glossary entry
Sequencer
A tool that automates the sending of cadenced outbound steps — Outreach, Salesloft, Apollo, Smartlead, Instantly, Lemlist, Reply.io are the major players. The execution layer of outbound: sequencers handle delivery, follow-up, A/B testing, and reply management; they don't do research, signal mining, or ICP scoring. Pair a sequencer with a research tool (Mama) and you cover the full pipeline; use a sequencer alone and you ship generic outreach at scale.
01Definition
TLDR
A tool that automates the sending of cadenced outbound steps — Outreach, Salesloft, Apollo, Smartlead, Instantly, Lemlist, Reply.io are the major players. The execution layer of outbound: sequencers handle delivery, follow-up, A/B testing, and reply management; they don't do research, signal mining, or ICP scoring. Pair a sequencer with a research tool (Mama) and you cover the full pipeline; use a sequencer alone and you ship generic outreach at scale.
02Why it matters
The category most SDR teams over-invest in (multiple sequencers) and under-invest in feeding (poor input = poor output).
03Example
Worked example
SDR researches account in Mama → drafts opener → pushes contact to Outreach with a Sequence ID → Outreach executes the 6-touch cadence.
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