What is Sales Cadence?
Sales Cadence is a core concept in modern B2B revenue. Here is a clear, accurate definition, why it matters, and how Ardovo handles it.
Short answer
A sales cadence is a structured, timed sequence of outreach touches a rep follows to engage a prospect, specifying the channels, messages, and intervals. For example, a cadence might mix emails, calls, and social touches over two weeks. Cadences bring consistency and persistence to outreach so no prospect is contacted too little or too much.
Key takeaways
- A timed sequence of outreach touches across channels.
- Specifies channel, message, and interval for each step.
- Ensures consistent, persistent follow-up.
- Often 8 to 12 touches over a few weeks.
Why it matters
Most deals require many touches, and reps left to improvise give up too soon or nag inconsistently. A cadence encodes the right rhythm so persistence is systematic, not accidental.
How Ardovo handles it
Ardovo runs cadences across email, phone, and social with the timing built in, and Rook executes the touches and adapts them to responses, so reps follow a proven rhythm without manual tracking.
Frequently asked questions
What is the difference between a cadence and a sequence?
The terms are largely interchangeable. Both describe a structured series of timed outreach touches. Some teams use cadence for the overall rhythm and sequence for the specific automated steps in a tool.
How long should a sales cadence be?
Commonly 8 to 12 touches over two to four weeks, mixing channels. The right length depends on your market and deal size, but stopping after one or two touches leaves most responses unearned.