Sales Cadence
A sales cadence is a structured, scheduled series of outreach touchpoints, across channels like email, phone, and social, that a rep follows to engage a prospect over a defined period.
In depth
A cadence specifies how many touches happen, on which days, through which channels, and with what messaging, turning ad hoc follow-up into a repeatable rhythm a whole team can execute. The discipline matters because most deals require multiple contacts before a response, yet reps left to their own devices tend to give up after one or two attempts. By codifying the timing and channel mix, a cadence ensures persistence without becoming spammy and makes outreach performance measurable and coachable.
The classic pitfall is treating a cadence as a rigid script that ignores buyer signals, blasting the same steps regardless of whether the prospect opened, clicked, or replied. The strongest cadences branch on engagement and respect intent data, so a lead that scored high on a qualification quiz enters a shorter, more direct cadence than a cold contact. Tying cadence entry to a scorecard result lets a team match outreach intensity to genuine readiness instead of treating every lead the same.
Example in practice
Frequently asked questions
What is the difference between a sales cadence and a sales sequence?
The terms are often used interchangeably, but cadence usually emphasizes the timing and rhythm of touches, while sequence emphasizes the automated, ordered set of steps in a tool. In practice many teams treat a sequence as the software implementation of a cadence.
How many touches should a sales cadence include?
There is no universal number, but many B2B cadences run 8 to 12 touches over two to three weeks across multiple channels. Match the length and intensity to lead intent so high-scoring prospects get a tighter cadence.
Should every lead get the same sales cadence?
No. Segment cadences by intent, fit, and source so hot leads from a qualification quiz get a faster, more direct rhythm than cold contacts. Branching on engagement keeps outreach relevant and avoids burning good leads.