Cadence funnel and exit rules

Overview

As an enrollment advances, each step produces a send record with a status, forming the cadence funnel: from how many contacts entered to how many replied or converted. In parallel, exit rules decide when a cadence should stop before reaching the end — for example, as soon as the contact replies.

Understanding the funnel and configuring exits well is what makes a cadence polite and effective: it speaks enough to re-engage, but stops the moment it has met its goal.

Prerequisites

• Enrollments in progress (see the enrollment article).
• Permission to view reports and manage sequences.
• For exit on goal: the linked record (charge, deal or appointment) tied to the enrollment.

Step by step

1. Open the sequence and view the enrollments list and the per-step funnel.
2. On each enrollment, open the timeline to see the history of every step and event.
3. Set the sequence's exit rules (on reply, on resolution and/or on goal).
4. Publish the sequence to apply the exit rules to new enrollments.
5. Track the reports to measure replies, conversions and per-step performance.

Settings & options

Step statuses (funnel)

Each sent step moves forward through statuses, always forward (a later status never goes back):

Exit rules

Exits decide when the cadence stops before the last step:

• On reply (on by default): if the contact replies, the cadence stops. This is the most important rule.
• On resolution: if the linked conversation is marked resolved, the cadence stops.
• On goal: the cadence stops when the goal is reached — for example, a charge paid, a CRM deal won or an appointment completed. The goal is checked even if it was reached outside the cadence.
• At the end of the sequence: completing the last step ends the enrollment naturally.

Enrollment states

The enrollment itself can be active, paused, completed (reached the end), exited (an exit rule stopped it) or failed. You can pause, resume, skip a step or cancel enrollments manually.

Reports

Reports show performance by sequence, by step and by compose mode, plus the distribution of enrollments by state — useful for tuning waits, copy and the number of steps.

Use cases

• Measure at which step most replies arrive and shorten the cadence from there.
• Ensure the billing cadence stops as soon as the payment lands (exit on goal).
• Spot steps with many failures and review the channel or message template.

Tips, limits & best practices

• Keep exit on reply on by default — it's what avoids nagging someone who already answered.
• Use exit on goal for cadences tied to billing, CRM and Calendar.
• Use reports to cut low-return steps instead of only adding more.

Troubleshooting

• The cadence continued after a reply: confirm exit on reply is enabled on the sequence.
• Exit on goal didn't work: check the enrollment is linked to the right record (charge, deal or appointment) and that its state changed to the goal.
• A step shows as failed: check the step's channel and whether an approved template is needed.

See also

• Follow-ups and cadences overview
• Sequences, steps, channels and composition
• Enrollment: manual, automation, event, inactivity and AI
• AI with human approval