Cadence: A Short Guide to This Important Sales Concept


Those with a background in music will recognize the term cadence as a sequence of musical notes that resolve a phrase or melody. In other words, it’s that upsweep in musical activity, defined by intervallic notes, before a satisfying conclusion.

While cadence has come to mean something completely different in the field of sales, it’s actually helpful to understand that original definition, since it serves as a helpful metaphor for sales cadence.

Sales cadence, too, is about plotting the path towards closure. But rather than dealing with notes, sales cadence refers to the frequency, type and intervals of touches – that is, points of contact with a prospective customer.

Whereas some salespeople consider cadence to be the domain of large sales teams only, in actuality any sales team can benefit from this optimized choreography of touch points. This article will cover a few fundamental details about sales cadence, including what it is, why it’s important, and how to automate it for best results.

Defining Sales Cadence

How often do your sales development representatives (SDRs) reach out to prospective customers? At what time of day, or on what day of the week do they contact prospects? Do they email, text, social media message, call or leave a voicemail? Each of these questions, in conjunction with one another, determines your sales cadence.

But the wrong cadence can lead to a lost prospect. A late initial touch, a sluggish follow-up, a phone call too early in the morning or a complete drop-off in contact – any of these can spell disaster when it comes to pursuing a prospect. Sporadic, shoot-from-the-hip follow-ups don’t work as well as carefully planned and orchestrated cadence.

The Importance of Cadence

Without a clearly defined cadence, SDRs probably won’t reach out to prospects as often as they should, nor will they do it at the correct times and over the best possible channel. This scattershot approach causes too many leads to fall through the cracks. In order to qualify as many leads as possible, it is important to develop a sales cadence that works for your team, one that carefully considers the frequency, time and type of touches.

Automating Cadence

The best way to automate sales cadence, and ensure your SDRs are as productive as possible is to use a queue-based sales development platform. There is some amazing software out there these days: VanillaSoft is an industry leader and offers an intuitive, customizable sales engagement tool, which automates SDRs’ workflow and ensures they follow an effective cadence. The software guarantees that your SDRs contact more leads in less time, getting to them promptly and following up at effective intervals.

Before, SDRs had to cherry pick which leads to contact, and then remember when to follow up with that contact, which can lead to a great deal of human error. A sales engagement platform, by contrast, uses an SDR’s workflow to determine the next best lead, and then automatically calculates the optimal time to follow up, notifying the SDR when the time comes.

Cadence is as important to sales as it is to music. Don’t let prospects slip through the cracks because of broken sales processes – develop a cadence for your sales team, and automate it using a queue that arranges itself in real-time based on prioritization rules your management team dictates. Do this, and you will likely find that your sales team is more effective, more efficient and more productive.