Sequence Completion Rate
Percentage of prospects who complete a full multi-step outreach sequence without opting out
What is Sequence Completion Rate?
Sequence completion rate is the percentage of prospects who complete a whole outreach sequence out of those enrolled. It shows how many prospects went through every planned touch.
A low rate can mean prospects are leaving the sequence early through replies or opt-outs, or that reps are stopping it.
How this KPI is measured
- Function
- Sales
- Sub-function
- Outbound Prospecting
- Industry
- All Industries
- Type
- Lagging
- Impact
- Operational
- Unit
- %
- Measurement frequency
- Monthly
- Formula
- (Prospects completing full sequence / Prospects enrolled in sequence) × 100
How to calculate it
Divide prospects completing the full sequence by prospects enrolled, and multiply by 100.
For example, if 500 prospects were enrolled and 320 completed every step, the rate is 64%.
Interpret with care. Prospects who reply and leave the sequence are a good outcome, so a low rate is not always bad.
Where it is used
Testing sequence design
See where prospects drop out.
Managing rep discipline
Check reps finish sequences.
Optimising length
Choose the right number of touches.
How to improve it
Tips and common mistakes
- A reply mid-sequence is a success.
- Respect opt-outs immediately.
- Look at meetings booked per sequence.
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