If you’re relying on one or two emails and hoping for the best, you’re leaving meetings on the table. A strong sales cadence is more than a checklist of tasks — it’s a structured system for engaging prospects across multiple channels, consistently and effectively.
At Sales Hatch, we’ve helped dozens of clients build and refine their cadences. Here’s what we’ve learned works best when you’re trying to generate real conversations, not just opens or clicks.
What Is a Sales Cadence?
A sales cadence is a predefined sequence of outreach steps delivered over a set number of days. It typically includes a mix of emails, phone calls, LinkedIn touches, and voicemails.
The goal is to stay top-of-mind and demonstrate value without overwhelming the prospect. A well-built cadence helps SDRs work smarter and ensures no lead goes cold because someone forgot to follow up.
How Long Should a Cadence Be?
Most effective cadences run between 8 and 12 total touches over the course of 10 to 14 business days.
That cadence gives you enough time to build familiarity while maintaining urgency. Anything longer often starts to lose steam — and anything shorter can miss prospects who simply weren’t available when you first reached out.
Sample 10-Day Cadence
Here’s a framework we often start with:
You can tailor this based on industry, deal size, or buyer persona. For some targets, fewer phone calls and more LinkedIn touches may be more effective. For others, phone-first might work better.
What to Say in Each Touch
Every message in your cadence should serve a purpose — it should introduce value, demonstrate relevance, or move the conversation forward.
Avoid phrases like “just checking in” or “circling back.” Instead, focus on:
Example:
“I saw your team is hiring for a sales role — congrats. A lot of clients we work with use this as an opportunity to ramp up pipeline support while onboarding new reps. Would you be open to a brief conversation next week?”
This approach works because it’s timely, relevant, and focused on solving a business problem.
Track What Works and Adjust
Cadences are not one-size-fits-all. You should be measuring:
If your reply rates are low or you’re not booking meetings, test different subject lines, vary your messaging, or change the order of your touches.
Over time, your cadence should evolve based on real-world feedback, not guesswork.
Final Thoughts
The difference between an SDR who gets meetings and one who doesn’t often comes down to consistency and messaging. A well-executed cadence helps your team avoid wasted effort and stay in front of the right prospects.
If you’re not getting the results you want from outbound, it might not be your reps — it might be your process.
