Sales Cadence
Sales Cadence is a structured schedule of contacts with a lead: calls, letters, LinkedIn messages in a certain sequence and timing.
Sales Cadence is not just about “calling a few times.” This is a documented scenario: what channel, on what day, with what message, how many attempts before disqualification. A well-built cadence removes variability from a salesperson’s work and makes it repeatable.
A typical B2B cadence from my projects for a warm incoming lead: Day 1 - call + email, Day 3 - second call + email with a case, Day 7 - email with an invitation to a demo, Day 14 - break-up email (“I understand that the moment is not right - write when it’s relevant”). Total 4–6 touches in 2 weeks. This cadence gave a contact rate of 38% versus 17% without structure.
The channel mix is important: call + email + messenger works better than just one channel. In Russian B2B 2026, Telegram has become the main channel for the first touch among technology companies - the open rate of the first message in Telegram is 70–80% versus 25–35% for email.
Cadence needs to be tested like advertising hypotheses: you change one element (timing, email subject, channel order), look at the conversion rate by cohort. In projects, after two iterations of cadence testing, the contact-to-meeting conversion increased by 40–60% compared to the original version.
Frequently asked questions about Sales Cadence
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