A sales cadence, also called a sales sequence or sales engagement sequence, is a structured series of touchpoints that a salesperson or automated system uses to engage a prospect over a defined period. The cadence specifies which communication channels to use, the timing between each touchpoint, the content or messaging approach for each step, and the conditions that trigger advancement, pause, or exit from the sequence. A well-designed sales cadence ensures consistent follow-up without overwhelming the prospect, maximizing the probability of generating a meaningful response.
Sales cadences vary significantly depending on the target audience, deal size, and sales motion. A high-velocity cadence targeting mid-market prospects might include eight to twelve touchpoints over three weeks across email, LinkedIn, and phone. An enterprise cadence might stretch over six to eight weeks with fewer but more personalized touchpoints that include custom video messages, direct mail, or executive-to-executive outreach. The key is matching the cadence intensity and channel mix to the prospect's expectations and the value of the potential deal.
A typical multi-channel sales cadence might follow this structure: Day 1 begins with a personalized cold email and a LinkedIn connection request. Day 3 includes a follow-up email with a different value angle. Day 5 involves a LinkedIn message referencing the connection request. Day 7 features a phone call attempt. Day 10 brings a third email with social proof or a case study. Day 14 includes another phone call and a LinkedIn engagement such as commenting on the prospect's post. Day 18 is a final breakup email that acknowledges the lack of response and leaves the door open.
The most effective cadences follow several principles. First, each touchpoint should add new value rather than simply asking whether the prospect received the previous message. Second, channel diversity increases the probability of reaching the prospect in their preferred communication medium. Third, timing should respect the prospect's timezone and typical working hours. Fourth, the sequence should include clear exit criteria: a positive reply triggers a conversation handoff, a negative reply stops the sequence, and no reply after all steps triggers either a long-term nurture track or removal.
Modern sales cadences are increasingly powered by AI, which enables dynamic adaptation based on prospect behavior. Rather than following a rigid predefined sequence, AI-driven cadences can adjust timing, channel, and messaging in real time. If a prospect opens an email but does not reply, the system might accelerate the next touchpoint. If a prospect engages with LinkedIn content, the cadence might shift emphasis to that channel. ProspectAI's campaign system supports this dynamic sequencing through its multi-channel orchestration engine, automatically adjusting cadence parameters based on engagement signals and account health metrics.
Measuring cadence effectiveness requires tracking metrics at each step: open rates, reply rates, and positive reply rates for emails; acceptance and response rates for LinkedIn; connect and conversation rates for phone. These step-level metrics help identify which touchpoints are contributing to outcomes and which should be modified or removed.
