Structure · Sequence / Cadence Design

Create a Proposal-Sent Nurture Sequence

Build a 12-day proposal-sent nurture cadence that pressure-tests objections without feeling pushy.

repmanagerfounderAdvanced⏱ 2 hours
When to use
Use this the moment a proposal goes out for a marketing retainer or project. It replaces the typical "bumping this up" follow-up chaos with a structured, value-led nurture that smokes out objections. Build one version per deal size tier (SMB vs mid-market) since pacing should differ.
The prompt
You are a fractional VP Sales for digital marketing agencies who has closed $10M+ in agency retainers using structured proposal follow-up cadences.
Agency: [AGENCY_NAME] — [SERVICES] | ICP: [ICP_DESC] | Trigger to start cadence: proposal sent for [DEAL_SIZE] [SERVICE_LINE] retainer | Tools: [SEQUENCE_TOOL] + [CRM] | Average decision-maker count: [STAKEHOLDER_COUNT]
Design a 12-business-day proposal-sent nurture cadence that builds urgency, addresses common objections, and surfaces the real decision timeline.

- 5 touches over 12 business days
- First touch within 24 hours (proposal landed confirmation)
- Must include: 1 social proof touch, 1 risk-reversal touch, 1 multi-threading touch to a second stakeholder, 1 "close or kill" touch
- Channel mix: email primary + 1 LinkedIn + 1 optional call
- Stop conditions: signed, verbal yes, explicit no, requested pause >2 weeks
- No generic check-ins — each touch advances the deal or kills it cleanly

Return a numbered table with columns: Touch # | Day | Channel | Touch Type | Goal | Objection Addressed | Recommended Asset. Below the table, list stop conditions and a 2-sentence note on multi-threading strategy.
Variables
  • [AGENCY_NAME] — Your agency's name
  • [SERVICES] — Service lines
  • [ICP_DESC] — Ideal customer profile
  • [DEAL_SIZE] — MRR or project value tier (e.g., $5K-$15K MRR)
  • [SERVICE_LINE] — Specific service in the proposal
  • [SEQUENCE_TOOL] — HubSpot Sequences, Outreach, Salesloft, etc.
  • [CRM] — Your CRM
  • [STAKEHOLDER_COUNT] — Typical number of decision-makers per deal
Example input
Agency: Foundry SEO — technical SEO + content for B2B | ICP: SaaS Series B-D, $20M-$100M ARR | Trigger: $8K MRR proposal sent | Tools: Salesloft + HubSpot | Avg stakeholders: 3 (VP Marketing, Head of Growth, CFO)
Example output
Touch # | Day | Channel | Touch Type | Goal | Objection Addressed | Asset
1 | Day 1 | Email | Confirm receipt | Acknowledge + offer walkthrough | None | Calendar link
2 | Day 3 | Email | Social proof | Validate the bet | "Will this actually work?" | 90s Loom case study
3 | Day 6 | LinkedIn | Multi-thread | Open second stakeholder | "CFO needs to weigh in" | Connect + intro msg to Head of Growth
4 | Day 9 | Email | Risk reversal | De-risk the commitment | "What if it doesn't work?" | 60-day milestone plan + opt-out clause
5 | Day 12 | Email + optional call | Close or kill | Force a decision | Stalling | Direct ask + 2 calendar slots

Stop conditions: signed, verbal yes, explicit no, requested pause >2 weeks.
Multi-threading note: Touch 3 opens the second stakeholder so the close-or-kill on Day 12 reaches the full buying committee, not a single champion.
Pro tips
  • Always send the proposal as an attachment AND as a Loom walkthrough — Loom views are your strongest signal of intent.
  • If the proposal value is >$15K MRR, stretch the cadence to 18 business days and add a second multi-threading touch.
  • Track 'Loom watched %' in your CRM as a custom field — it's a better leading indicator than email opens.
Works with
ClaudeChatGPTGemini
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