How to build a sales cadence
A sales cadence is the structured sequence of outreach touches a rep uses to reach a prospect. Its power is disciplined persistence across channels: most connects happen after several touches, yet most reps quit after two. A defined cadence makes follow-through automatic.
Short answer
Build a sales cadence by combining multiple channels (email, phone, LinkedIn, video) across a set number of touches over a defined window, spacing them so you stay persistent without being annoying, and varying the message at each step. A common B2B cadence runs 8 to 12 touches over 2 to 3 weeks with a clear breakup at the end.
Step by step
Choose your channels
Mix email, phone, LinkedIn, and video. Multi-channel cadences reach prospects who ignore any single channel and reinforce recognition.
Set the number of touches and window
Plan 8 to 12 touches over 2 to 3 weeks for most B2B outbound, front-loaded and then spaced out.
- Days 1-3: email plus a call plus a LinkedIn touch
- Days 4-10: alternate channels, add value each time
- Final touch: a breakup message
Vary the message per touch
Each touch should add something new: a different angle, a proof point, a resource. Never just "following up on my last email."
Space touches to persist without pestering
Front-load early, then widen the gaps. Enough presence to stay top of mind, not so much you become noise.
End with a breakup and measure
Close the cadence with a permission-based breakup, then track reply and meeting rates per step to cut weak touches.
How Ardovo helps
Ardovo runs multi-channel cadences with per-step analytics, and Rook drafts and personalizes each touch and executes the calls and messages on schedule, so reps follow through on all 8 to 12 touches instead of quitting after two.
Frequently asked questions
How many touches should a sales cadence have?
Typically 8 to 12 over 2 to 3 weeks for B2B outbound. Most connects happen after several attempts, yet many reps stop after one or two. A defined cadence enforces the persistence that actually generates replies and meetings.
What is the difference between a cadence and a sequence?
The terms are often used interchangeably. Some teams use cadence for the manual, human-driven rhythm of touches and sequence for the automated version in a sales engagement tool. Both describe a structured, multi-touch, multi-channel outreach plan.
How do I avoid annoying prospects with a cadence?
Vary the message so each touch adds value, space touches sensibly rather than hammering daily, and end with a clean breakup. The problem is rarely too many touches, it is repetitive "just following up" touches that add nothing new.