Koka Sexton

TL;DR: Most social selling programs fail because they stop at tactics. “Post three times a week” isn’t a system , it’s a suggestion that dissolves when reps get busy. Real social selling requires a system: daily cadences, weekly workflows, SSI measurement, and manager enablement.

The Problem

Training without a system is entertainment.

Companies spend thousands on social selling workshops. Reps leave energized. For two weeks, they post more. Then pipeline pressure returns. The posting stops. The training budget disappears into the same black hole. This isn’t a motivation problem. It’s a systems problem. A rep who knows what to do but has no system for doing it defaults to what’s measured: calls, emails, meetings.

“Post more” isn’t a workflow.

Telling reps to post more is like telling them to “sell more.” It’s an outcome, not an instruction. Without specific answers to what, when, how, and measured how, the instruction is useless.

The System Architecture

• Layer 1: Daily Cadences , What reps do every day
• Layer 2: Weekly Workflows , Planning, review, adjustment
• Layer 3: Measurement Layer , SSI, activity, pipeline attribution
• Layer 4: Manager Enablement , Coaching, scorecards, accountability

Most programs deliver Layer 1 and call it done. The system breaks because Layers 2–4 are missing.

Layer 1: Daily Cadences

Every rep needs a 30-minute daily social selling block , a blocked calendar slot that doesn’t get displaced.

The Daily 30

Time	Action	Why
5 min	Scan feed, find 3 ICP-relevant posts	Stay visible to the right people
10 min	Write 2–3 thoughtful comments	Build relationships, not just likes
10 min	Engage with 5 new ICP profiles	Expand your network strategically
5 min	Log touchpoints in tracker	Make the invisible visible

Thirty minutes. Specific, measurable, repeatable. Every rep knows exactly what to do.

Layer 2: Weekly Workflows

Per rep, per week: 2–3 original posts, 1–2 shares with personal commentary, 5–10 thoughtful comments on ICP content. The 80/20 rule governs content mix: 80% value, 20% promotion.

Weekly Review (15 min, Friday)

Three questions every rep answers: 1) Who engaged with my content this week? These are warm signals. 2) Which touchpoints advanced? Who’s ready for the ask? 3) What’s my SSI score trending? Which pillar needs attention?

Layer 3: Measurement That Matters

LinkedIn’s SSI maps to the methodology: Establish your brand (Visibility + Content), Find the right people (Visibility), Engage with insights (Relationships), Build relationships (Relationships + Add Value). Target: SSI 70+ per rep. Top-quartile sellers generate 45% more opps and are 51% more likely to hit quota.

Connect social activity to revenue. Track SSI score, connections, conversations, meetings, and pipeline value per rep, per week. Without this, social selling exists outside the CRM , and what’s outside the CRM doesn’t get resourced.

Layer 4: Manager Enablement

This is where most programs die. Managers get a dashboard but no framework for using it.

Weekly SSI Coaching (15 min/rep): Not a pipeline review. Review the scorecard, review the content, review the touchpoints, set next week’s focus.

Monthly Team Review: Aggregate SSI trends, social-sourced pipeline, top rep showcase, bottom rep intervention.

What the System Produces

Output	Month 1	Month 2	Month 3
Profiles optimized	100%	,	,
Avg SSI score	+8 pts	+15 pts	+20 pts
Conversations/week/rep	8	14	18
Meetings/week/rep	2	4	5
Pipeline attributed	Setup	$200k	$350k+

Why Systems Beat Tactics

Tactics are what you do when you remember. Systems are what run when you’re busy. The rep with a 30-minute block, a touchpoint tracker, a content template, and a Friday review habit will outperform the rep who “knows they should post more” every time. Build the structure. The results follow.