Appendix C1 — Nurture Sequence Structures
Purpose of This Appendix
This appendix defines how nurture is structured inside SalesOps.
Nurture exists because:
- not all buyers are ready now
- decisions require time
- trust compounds over exposure
- silence does not equal disinterest
SalesOps designs nurture to maintain momentum without pressure and to preserve pipeline truth.
Nurture Is a System, Not a Feeling
SalesOps treats nurture as a designed sequence of intent, not a reaction to silence.
Nurture is not:
- random check-ins
- occasional follow-ups
- “just staying top of mind”
- passive waiting
Nurture exists to:
- reduce uncertainty
- reinforce relevance
- prepare the buyer for a decision
- resolve ambiguity
If nurture does not move the buyer closer to clarity, it is noise.
Nurture Is Stage-Dependent
SalesOps does not allow generic nurture.
Nurture must align with:
- buyer readiness
- deal stage
- known objections
- decision complexity
A nurture touch that ignores stage context weakens momentum.
Core Nurture Sequence Types
SalesOps structures nurture into four primary sequence types.
Each has a distinct purpose and exit condition.
1. Early-Stage Nurture (Pre-Sales Ready)
Purpose: Build awareness and relevance.
Used when:
- fit exists
- intent is unclear or early
- timing is not immediate
Focus:
- problem framing
- education
- credibility
Exit Conditions:
- buyer signals readiness
- buyer disengages
- buyer disqualifies
Early nurture prepares the ground — it does not push decisions.
2. Mid-Stage Nurture (Active Evaluation)
Purpose: Maintain momentum and reduce decision friction.
Used when:
- discovery has occurred
- value is understood
- decision is forming
Focus:
- proof
- objection prevention
- clarification of trade-offs
Exit Conditions:
- next step scheduled
- proposal requested
- deal stalls beyond threshold
Mid-stage nurture protects deals from drifting.
3. Late-Stage Nurture (Decision Support)
Purpose: Enable commitment.
Used when:
- proposal delivered
- stakeholders reviewing
- approval pending
Focus:
- risk reduction
- reassurance
- expectation alignment
Exit Conditions:
- commitment secured
- explicit pause agreed
- deal exits
Late-stage nurture must never feel like chasing.
4. Dormant / Long-Term Nurture
Purpose: Preserve optionality without pipeline pollution.
Used when:
- timing is wrong
- priorities shift
- decision pauses
Focus:
- value-based touchpoints
- low-pressure re-entry
- trust maintenance
Exit Conditions:
- reactivation
- permanent exit
Dormant nurture protects relationships — not forecasts.
Nurture Cadence Principles (Structural)
SalesOps enforces cadence rules:
- touches decrease over time
- pressure reduces as distance increases
- exits are explicit, not silent
Cadence is not about frequency.
It is about appropriateness.
Nurture Content Principles
SalesOps-approved nurture content:
- answers common objections
- reinforces relevance
- aligns expectations
- supports buyer confidence
SalesOps rejects nurture that:
- repeats sales pitches
- manufactures urgency
- adds noise without value
Every touch must earn its place.
B2B vs B2C Nurture Emphasis
In B2B:
- longer sequences
- deeper proof
- stakeholder-aware content
In B2C:
- shorter sequences
- faster resolution
- emotional reassurance
Same structure. Different pacing.
Nurture Must Have an Exit
SalesOps requires nurture sequences to have:
- clear completion criteria
- defined re-entry rules
- explicit disengagement language
Perpetual nurture creates pipeline rot.
What This Appendix Enables
With structured nurture:
- deals progress intentionally
- pipelines stay clean
- buyers feel respected
- reactivation becomes possible
Without it:
- follow-up becomes awkward
- momentum dies silently
- sales effort is wasted