Why your sequences don't scale (and how to fix the core issue)
A simple method to size outreach for any B2B market
December 5, 2025
I’ve seen the same mistake across many outbound teams we work with at Sally: people obsess over copy, timing, tools but skip the one variable that actually dictates how long a sequence should be.
The market size.
Once you anchor on that, the rest becomes mechanical.
I’m Rinat, founder of Sally (B2B outbound agency) and Crona (data & AI platform — crona.ai). We’ve run hundreds of outbound programs across SaaS, fintech and enterprise, and this rule never failed.
Broad markets (50k+ potential accounts)
Volume > > > nurture.
Long sequences don’t create lift here, they just drain your team and infrastructure capacity.
What actually works:
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3–4 touches across one or two channels (many teams hit their first 10 qualified leads/month with a single channel)
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a direct value pitch: no extra buildup and storytelling needed
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10–20k contacts/month pushed through consistently
On large markets, volume drives ROI. Not the eighth follow-up.
Narrow markets (up to 10k accounts)
Small sample = higher cost of a miss.
Your sample is small, your target list is finite so the game changes:
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sequences extend to 10–20 touches
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you activate every reachable channel (email | LinkedIn | Telegram | anything else that makes sense)
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you work the account, not one person: all possible stakeholders, operators —anyone who can open a door
Mid-size markets (10k–50k)
Start like a broad market. Switch to depth later.
If you’re steadily hitting 10–15 qualified leads/month, deeper sequencing starts outperforming broad blasts.
Before that, long sequences only paper over weak top-of-funnel.
Touch count is always tied to market size and risk tolerance, no matter the segment.
How to size your monthly outreach volume
The simplest way to avoid burning through your TAM.
Divide your total reachable market by 6.
That’s your safe recycle window. Six months is enough time for role changes, new priorities, and a clean re-entry without looking intrusive.
TL:DR
Sequence length isn’t a creative choice.
It’s a capacity decision: market size → risk → required depth.
Once you anchor on that, the sequence becomes straightforward.