What is Sales Cadence?

A sales cadence is the defined rhythm of your outreach — how many touches you make, on which channels, and how far apart — over a set period of time. Where a sequence is the concrete list of steps, the cadence describes the tempo and mix: for example, eight touches across email, phone, and SMS spread over three weeks.

Getting cadence right is a balancing act. Too sparse and you fade from memory; too aggressive and you annoy prospects and burn deliverability. A good cadence front-loads a few touches while interest is fresh, then spaces later ones out, and always ends rather than continuing forever.

Cadences are usually templated by segment — enterprise accounts might get a slower, more personalized cadence than high-volume SMB outreach.