Sales Cadence

A sales cadence is a predefined sequence of outreach activities — emails, calls, LinkedIn messages, and other touchpoints — spread across a set number of days. It defines what a rep does on day 1, day 3, day 7, and so on, creating a repeatable process for engaging prospects.

Cadences exist because consistency drives results in outbound sales. Without a defined cadence, reps follow up inconsistently — some prospects get one email and are forgotten, while others get contacted too aggressively. A cadence ensures every prospect receives the right number of touches at the right intervals.

A typical outbound cadence for B2B mid-market might span 14-21 days and include 8-12 touchpoints: a mix of personalized emails, phone calls, LinkedIn connection requests or messages, and possibly a video message. The first few days are usually more intense (email on day 1, call on day 2, LinkedIn on day 3), then touchpoints spread out as the sequence progresses.

The best cadences vary by persona and use case. A cadence targeting C-suite executives should be shorter, more personalized, and rely more on phone and LinkedIn than email. A cadence for technical evaluators might include more content-heavy emails with relevant resources.

Important: a cadence is not an excuse to spam. Each touchpoint should add value or offer a new angle, not just repeat “checking in” or “bumping this to the top of your inbox.” The reps who get the best results from cadences treat each step as an opportunity to share something relevant. Managing cadences at scale through SDR operations tools keeps your team executing consistently without sacrificing personalization.