What Is Sales Cadence?
A structured, multi-channel outreach plan that sequences emails, calls, LinkedIn touches, and other contact points over a defined period to engage a prospect.
A sales cadence is a structured, multi-channel outreach plan that combines email, phone calls, LinkedIn touchpoints, and sometimes direct mail in a defined sequence over a set time period. Unlike an email sequence (email only), a sales cadence is multichannel — it coordinates when and how an SDR uses each channel to maximise the chances of connecting with a prospect.
Email sequence vs. sales cadence
- Email sequence: Email-only, fully automated, suitable for high-volume outreach where personalisation is AI-driven
- Sales cadence: Multichannel, partly automated and partly manual, suitable for high-value target accounts where human judgment on channel choice matters
Example 10-day multichannel sales cadence
- Day 1: Cold email (automated)
- Day 2: LinkedIn connection request (manual)
- Day 3: Phone call (manual)
- Day 5: Follow-up email (automated)
- Day 7: LinkedIn InMail (manual) — reference the email
- Day 9: Final email (automated breakup)
- Day 10: Phone call #2 (manual)
When to use a sales cadence vs. email sequence
Sales cadences are most appropriate for enterprise target accounts with deal sizes above $50K/year, where the prospect list is small (20–100 accounts) and each account warrants significant individual effort. For high-volume outreach to larger prospect lists (500–5,000 contacts), email-only sequences are more scalable and produce a better return on effort.
Cadence management platforms
Tools like Outreach, Salesloft, and Apollo manage multichannel cadences and track activity across email, calls, and LinkedIn. For email-focused governed outbound, YOG.io handles the email sequence component of a broader cadence strategy.
Related terms
Put Sales Cadence into practice with YOG.io
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