The only other demand generation system I’ve seen use it is Marketo. Leads can enter a sequence when they fill out a Web form, are manually added by the user, or trigger the conditions specified in a “global rule”. Each step in a sequence does one thing: send an email, postcard or voice message, add the lead to a fulfillment list, create a sales automation task or execute a user-defined rule that triggers an action if its conditions are met. Leads can be sent to sales by actions within a sequence or by a global rule triggered by the lead score or other conditions.