Sales outreach
Sales cadence
A sales cadence is a planned, repeatable sequence of outreach touches, calls, emails, and other contacts, spaced over time to connect with a prospect.
In short
- A sales cadence is a planned, repeatable sequence of outreach touches, calls, emails, and other contacts, spaced over time to connect with a prospect.
What a sales cadence is
A sales cadence, sometimes called a sequence, is a defined schedule of outreach attempts across channels. For example, a cadence might span two weeks and include several calls, a few emails, and a couple of social touches, each timed so the prospect hears from the rep consistently without being overwhelmed.
The point of a cadence is persistence with structure. Most prospects do not respond to a first touch, so a cadence ensures reps follow up enough times, in enough ways, to earn a connect, instead of giving up after one ignored email.
How cadences are built
A good cadence specifies the channel, timing, and message for each step, and often varies tone and angle across touches. Cold calling is usually a core channel within it, supported by email and social outreach, all aimed at the accounts that match the ideal customer profile.
Cadences are tracked and refined: teams measure which steps generate connects and replies and adjust the number, spacing, and content of touches to improve results over time.
Frequently asked
What is a sales cadence?
- A sales cadence is a planned, repeatable sequence of outreach touches, calls, emails, and other contacts, spaced over time to connect with a prospect.
What is the difference between a sales cadence and a sales sequence?
- The terms are largely interchangeable. Both describe a structured series of outreach steps across channels and time, though some tools use 'sequence' for the automated version of a cadence.
How many touches should a sales cadence have?
- There is no universal number, but many B2B cadences include roughly 8 to 15 touches across calls, emails, and social over two to four weeks. The right count depends on the audience and is refined by tracking connect and reply rates.