What is a sales cadence?
A sales cadence is the planned schedule of touches, by channel and timing, that a rep follows to reach a prospect over a set period.
Why it matters for sales teams
A prospect may not respond to the first attempt. A cadence makes sure reps follow up enough times, at sensible intervals and across the right channels, instead of giving up early or calling the same person every day. It also makes outreach consistent across the team, so managers can compare results and improve the plan.
A good cadence defines the number of touches, the channels, the spacing between them and when to stop.
Example
A team's outbound cadence for new accounts runs eight touches over three weeks: four calls, three emails and one social touch. Calls happen at different times of day. If the prospect replies or books a meeting, they leave the cadence. If not, they are set aside for another attempt next quarter.
Sales cadence vs sales sequence
The terms are often used interchangeably. When teams distinguish them, the cadence is the overall rhythm and timing of outreach, and the sales sequence is the specific ordered set of steps and messages, often automated in a sales engagement platform.