A pre-defined sequence of sales touches (emails, calls, LinkedIn messages, etc.) spread over days or weeks — designed to systematically work a prospect from cold contact to qualified opportunity.
Sales Cadences are the sales-team analog of marketing nurture sequences. A typical cadence: Day 1 email + LinkedIn connect; Day 3 call; Day 5 email; Day 8 call + voicemail; Day 12 final email. Tools like Outreach, Salesloft, and Apollo manage cadence execution at scale — reminding reps when each touch is due, automating templated parts (emails), and tracking response rates per cadence step. Modern cadences A/B test step sequences to find what works.
Running a 14-day, 8-touch cadence on inbound trial signups via Outreach — 22% reply rate vs the 7% rate of ad-hoc rep outreach.
Cadences turn sales outreach from craft to repeatable system — even great reps benefit from the structure; new reps reach quota 50% faster.
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