Sales cadence
Outbound & Outreach- Definition
- A sales cadence is a predefined sequence of outreach touches — emails, calls, LinkedIn actions, and sometimes direct mail — spaced over a set duration (typically 14–30 days). Each step has a specific action and message. Cadences replace ad-hoc outreach with a repeatable, measurable process. The best cadences have 6–12 touches across 2–4 channels, with clear stop conditions (meeting booked, prospect says not interested, unsubscribed) and explicit branching logic based on prospect behavior.
Why it matters
Without a cadence, SDR outreach is random: some prospects get three touches in one day, others get one touch then silence. A well-designed cadence ensures every prospect gets the same quality and volume of touches, and the team can measure which steps actually drive conversions. The data from cadence analytics feeds the continuous improvement loop for messaging and sequencing.
Example
An SDR team's standard cadence: 10 touches over 21 days. Email → Call → LinkedIn → Email → Call → Email → Call → Email → LinkedIn → Breakup email. If a prospect replies at step 3, the cadence stops and the meeting is booked. If the prospect calls back at step 6, the cadence branches to a follow-up sequence instead of continuing the main cadence.
How Impossible Data helps
Impossible Data's datasets give your cadence a strong first touch — 'I saw you attended Dreamforce' — that drives higher engagement from step one than any generic opener.