Sales Cadence

What is a Sales Cadence?

A sales cadence is a structured, predefined sequence of touchpoints (emails, calls, social messages, etc.) designed to engage prospects over a specific time period. It's the rhythm and timing of your outreach.

Cadences transform random, inconsistent follow-up into systematic, predictable communication. Instead of "I'll get back to them," you have a clear plan: Email → Call → LinkedIn → Email → Call.

Most sales cadences span 14-21 days with 8-12 total touchpoints across multiple channels.

Why Cadence Matters

Most sales don't happen on the first contact. Studies show it takes 8-12+ touchpoints to reach a modern B2B decision maker. Without a cadence:

Random follow-up fails because:

• Reps forget to follow up
• Timing is inconsistent (3 days one time, 14 days the next)
• No clear strategy for channel variety
• Prospects fall through the cracks

• Every prospect gets consistent, professional follow-up
• Reps focus on execution, not planning
• Management can measure and optimize what works
• No lead is abandoned too early

Benchmarks

Cadence Duration:

• Cold leads: 10-15 days
• Standard outreach: 14-21 days
• Long sales cycles: 30-60 days

• Sweet spot: 8-12 touchpoints total
• Minimum effective: 6-7 touchpoints
• Maximum before diminishing returns: 15+

• 2-3 emails per week is standard baseline
• Space 2-3 business days between touchpoints
• For aggressive sequences: daily touches can work for short bursts

• Best days: Tuesday, Wednesday, Thursday
• Best times: 9-11 AM and 1-3 PM local time
• Reply rates drop 80% after 24 hours without response

Best Practices

1. Multi-Channel Approach
- Combine email (primary), phone (high touch), LinkedIn (social proof)
- Channel switching increases connection rates 2-3x
- If email fails, try voicemail. If voicemail fails, try social

2. Optimal Spacing
- Day 1: Initial email
- Day 3: First follow-up (call + email)
- Day 7: Second follow-up (different angle)
- Day 14: Final "breakup" email
- Adjust based on engagement signals

3. Value at Every Touch
- Each touchpoint should add value, not just "checking in"
- Share relevant content, insights, or social proof
- Vary your messaging by touchpoint number

4. Personalization at Scale
- Use templates but customize key elements
- Research each prospect for 2-3 minutes before first touch
- Reference specific company news or role-based pain points

5. Track and Iterate
- Measure open rates, reply rates, booking rates by touchpoint
- A/B test subject lines, messaging, timing
- Update cadences monthly based on performance data

Common Mistakes

• Quitting too early - Most reps stop after 2-3 touches; it takes 8+
• Overwhelming prospects - 20+ touches in 2 weeks triggers spam complaints
• One-channel reliance - Email-only sequences have 40% lower response rates
• Generic messaging - Same template for every prospect ignores individuality
• Ignoring engagement - Continuing cadence when prospect has clearly said no

Key Takeaways

• Sales cadences are systematic sequences of 8-12 touchpoints over 14-21 days
• Multi-channel approaches (email + phone + social) significantly outperform single-channel
• Space touches 2-3 business days apart for optimal engagement
• Most deals require 8+ touchpoints - don't quit early
• Track performance and continuously optimize your cadences
• Always add value at each touchpoint, not just "checking in"