[GTM glossary](/glossary.md) Sales cadence

Sales Development & Prospecting

# Sales cadence

In short

A sales cadence is a structured plan for contacting a prospect: how many touches to make, through which channels, and on which days. A typical cadence mixes emails, calls, and social messages over a couple of weeks.

Cadence is the timing and channel plan. The related term "email sequence" usually means only the automated email steps inside it, while a cadence is often multi-channel.

## What a sales cadence includes

* **Number of touches:** How many attempts before you stop or move to nurture.
* **Spacing:** The gap between touches, often shorter at the start and longer later.
* **Channels:** A planned mix of email, phone, voicemail, and social.
* **Content per step:** Each touch adds a new angle rather than repeating "just checking in".
* **Exit rules:** Stop when the prospect replies, books, or opts out.

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## Example of a simple cadence

Say a rep runs a 12-day cadence for new inbound leads. Day 1: call and a short email. Day 3: LinkedIn connection request. Day 5: email with a relevant example. Day 8: call and voicemail. Day 12: a brief breakup email. The numbers are illustrative; adjust them to your buyers and test results.

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## How to build one

### 1. Segment by lead type

Inbound requests, cold outbound, and event follow-ups need different pacing and tone.

### 2. Choose channels by role

Pick channels your buyers actually use. Executives may answer calls, while technical roles may prefer email.

### 3. Write steps that add value

Each touch should share an insight, proof point, or question tied to the prospect.

### 4. Measure and revise

Track reply rate and meetings booked by step and segment, then cut or rewrite weak touches.

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## Common mistakes

* **Giving up too early:** Many prospects respond only after several touches.
* **One cadence for everyone:** Different segments need different plans.
* **Repeating the same message:** Follow-ups should add something new.
* **Ignoring compliance:** Observe email and calling rules and honor opt-outs. This is not legal advice.

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## Sales cadence FAQs

**What is a sales cadence?**

A sales cadence is a planned series of outreach touches, specifying the number of attempts, the channels used, and the timing between them. It helps reps stay consistent when engaging a prospect over days or weeks.

**How many touches should a sales cadence have?**

There is no universal number. Many teams use roughly eight to fifteen touches over two to four weeks, then test and adjust based on their own reply and meeting data. Fewer touches suit warm inbound leads than cold outbound targets.

**What is the difference between a sales cadence and a sequence?**

A sequence usually refers to the automated steps in a sales tool, often emails. A cadence is the wider plan of timing and channels, including manual calls and social touches. In practice, many teams use the words interchangeably.

**How do you improve a sales cadence?**

Segment cadences by lead type, choose channels your buyers use, make each touch add new value, and review reply and meeting rates by step. Remove steps that never produce responses and test one change at a time.

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## More related phrases

* [Call cadence](/glossary/call-cadence.md)
* [Follow-up](/glossary/follow-up.md)
* [Cold calling](/glossary/cold-calling.md)

## Similar phrases

* [Outreach sequence](/glossary/outreach-sequence.md)  
An outreach sequence is a planned series of timed touches, such as emails, calls, and LinkedIn messages, sent to a prospect until they respond or opt out.
* [Email cadence](/glossary/email-cadence.md)  
Email cadence is the timing and frequency pattern of the emails you send a prospect, covering how many messages go out and how many days apart.
* [Email sequence](/glossary/email-sequence.md)  
An email sequence is a series of pre-written emails sent to a prospect in a set order until they reply, book a meeting, or the series ends.
* [Prospecting](/glossary/prospecting.md)  
Prospecting is the work of finding and reaching out to potential customers to start sales conversations, from building lists to booking the first meeting.
* [Multichannel outreach](/glossary/multichannel-outreach.md)  
Multichannel outreach reaches prospects through several channels, such as email, phone, and LinkedIn, in a coordinated sequence to raise the chance of a reply.