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. They remind reps when each touch is due, automate templated parts (emails), and track 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, with a 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, and new reps reach quota 50% faster.
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