Sales cadence
What is a sales cadence?
A sales cadence (or sequence) is a set schedule of contacts with a prospect: for example an email on day 1, a follow-up on day 4, a call on day 7 and a last email on day 14. It defines the channel, timing and message for each step.
The cadence ends when the prospect replies, books a meeting or opts out.
Why a sales cadence matters
A consistent cadence stops good prospects being dropped after one attempt and stops anyone being contacted too often. It also makes results comparable between messages.
Related marketing terms
A follow-up email is a short message sent after an earlier email got no reply, to remind the recipient and add something useful.
Cold emailWhite hat
A cold email is a first message sent to someone you have no prior relationship with, to start a business conversation. It must follow anti-spam law.
Outbound sales is when sellers find and contact prospects first, by email, phone or social messages, instead of waiting for inbound leads.
Sales development representative (SDR)
A sales development representative, SDR, researches and contacts prospects to book qualified meetings for the people who close deals.