What Is a Sales Cadence?
A sales cadence is the planned sequence of touchpoints — calls, emails, LinkedIn messages, etc. — used to reach and engage a prospect over a defined period. If you're asking what a sales cadence is: it's the playbook for how many times you'll try to contact someone, in what order, and at what intervals.
Sales Cadence Definition
Sales cadence = The structured sequence of outreach attempts to a prospect.
Example: Day 1 call, Day 2 email, Day 4 call, Day 7 LinkedIn, Day 10 call, Day 14 email. Cadences typically run 2–4 weeks with 8–15 touchpoints. Call disposition often triggers the next step (e.g., no answer → retry in 2 days).
Why Sales Cadences Matter
- Consistency — reps follow a repeatable process instead of ad-hoc outreach
- Persistence — most deals require multiple touches; cadences ensure follow-through
- Efficiency — SDRs and BDRs can manage volume without forgetting leads
- Testing — you can A/B test sequences to improve conversion rate
Key Elements of a Sales Cadence
- Channel mix — cold calling, warm calling, email, LinkedIn
- Timing — spacing between touches (avoid same-day overload)
- Personalization — ideal customer profile and buyer persona inform messaging
- Disposition logic — what happens after "no answer," "callback," "meeting booked"
Sales playbooks typically include cadence templates.
Best Practices for Sales Cadences
- Vary channels — don't call 5 times in a row; mix in email and social
- Respect speed-to-lead — first touch should be fast for new leads
- Personalize — reference their company, role, or buying signals
- Know when to stop — end the cadence when they respond or ask to be removed
Practice the calls in your cadence →