Persistent Follow-Up Sequence

Link

4

Link Name

Follow-Up

Playbook

Follow-Up Playbook

Role

workflow

Loop Step

Repair

Review State

in_review

Delivery Status

content_ready_delivery_pending

Purpose

A practical, configurable, multi-channel follow-up system for valid opportunities that have not yet converted into a conversation, appointment, or other defined next step — so persistence is sufficient and consistent without becoming spam.

Consolidation Note

This resource absorbs and materially improves the prior narrow 5-touch / 72-hour follow-up asset. It is the canonical OPERATIONAL follow-up sequence; the public /follow-up page and the automated-lead-follow-up blog remain the outward-facing explainers and point here. There is no competing customer-facing sequence with a separate name.

Design Principles

• The sequence EVOLVES rather than repeating the same message; each touch has a distinct objective.
• No 'just following up' / 'just checking in' filler — every touch gives the prospect a reason to respond.
• Cadence and channels are configurable per business; nothing is hard-coded as universal.
• Every touch ends in a defined next action, stop condition, and disposition update.
• Respect opt-outs, channel permissions, and business-approved communication policy at every step.

Channels Supported

• phone
• sms
• voicemail
• email
• other_business_approved

Touch Schema

Note

Every touch in every variant is defined by these fields.

Fields

attempt_number; elapsed_time; channel; objective; message_or_script; owner; next_action; stop_condition; escalation_condition; disposition_update

Message Objective Vocabulary

• immediate_response
• reconnect
• clarify_need
• offer_useful_next_step
• reduce_booking_friction
• create_urgency_without_pressure
• offer_alternative_contact_time
• confirm_whether_timing_changed
• transition_to_nurture

Recommended Baseline Sequence

Status

editable_baseline

Note

A recommended STARTING cadence for a standard qualified lead where supported by approved ShiFt methodology. Timing and channels are editable; this is not a universal legal or performance requirement.

Variant Rules

High intent

Compress timing (more same-day attempts), lead with live channels, and escalate to a human per RLR-26 rather than exhausting automation. Never let a high-intent lead sit in a slow drip.

Standard qualified

Use the recommended baseline as-is or lightly edited.

Low urgency qualified

Stretch intervals, favor async channels (email/SMS), and transition to nurture (RLR-25) sooner.

Incomplete qualification

Follow-up objective is to recover the missing qualification evidence (RLR-16/RLR-17), not to push for booking; do not disqualify for the gap.

Configurability

Editable Timing

true

Editable Channel Selection

true

Note

Businesses adjust attempt count, intervals, and channel mix to their capacity and approved policy. The schema and objectives stay constant; the cadence is theirs.

Compliance Guardrail

Respect known opt-out signals, channel permissions, business-implemented suppression, explicit do-not-contact requests, and approved communication policy. Do not author steps that bypass provider restrictions, opt-outs, consent controls, or applicable messaging rules. Where legal/compliance depends on jurisdiction or industry, the operator applies their approved requirements.

Handoff To Link5

When a touch produces booking readiness, hand off to Link 5 (Booking + Handoff) with prospect readiness, booking intent, preferred timing if known, qualification summary, and follow-up context — do not re-qualify.

What To Measure

Attempts per lead, multi-channel coverage, interval adherence, next-action completion, response rate by attempt/channel, and appointment rate produced by the sequence.

Data Required

Per-touch execution logs with channel, timestamp, objective, reply, and disposition update.

How To Interpret

If coverage is now sufficient but response stays low, revise message objectives/scripts rather than adding touches; if high-intent leads convert late, tighten the high-intent variant and escalation.

Action That Follows

Deploy the configured sequence per classification, wire disposition updates, and connect stop/escalation to RLR-26 and nurture to RLR-25.

Owner

Follow-up owner from RLR-20; sequence configuration owned by the revenue operations lead.

How To Implement

Configure timing and channels per variant, load scripts with the business's editable variables, and connect each touch's disposition update to the CRM per RLR-21.

How To Test

Run the sequence on live leads with QA monitoring; confirm each touch fires on cadence, respects opt-outs, and writes the correct disposition; confirm nurture and escalation branches trigger.

When To Remeasure

At 14 and 30 days via RLR-22 re-audit.

How To Know It Improved

Re-measured attempts-per-lead, multi-channel coverage, and appointment-from-follow-up rise while abandoned-after-first-attempt falls — evidenced by data, not by the sequence merely being installed.