GTM Glossary · Motions & Plays
Multichannel Sequence
A planned series of touches across email, phone, LinkedIn, and sometimes events, aimed at one contact over a defined window.
[01]What It Means
A sequence defines channel, order, timing, and exit conditions. The quality lever is not the number of steps but whether each touch carries a reason to exist: a signal, a proof point, or a specific question.
[02]Why It Matters
European decision-makers rarely respond to a single channel, and phone remains decisive in DACH. Sequencing is what turns a target list into predictable conversations without becoming noise.
[03]Where It Goes Wrong
Automating every step, so the buyer never meets a person until they object.Identical sequences across countries and languages.No exit criteria, so contacts stay in sequence after they have replied.
[04]Related Terms