What Is a Sales Cadence?
A sales cadence is a structured, repeatable sequence of outreach touches — calls, emails, social, voicemails — spaced over a set period to engage a prospect. Cadences make prospecting consistent and persistent, so reps follow a proven rhythm instead of giving up after one or two attempts.
Key takeaways
- A cadence is a planned sequence of outreach touches over time.
- It enforces persistence — most replies come after multiple attempts.
- The cadence is the plan; a tool like HubSpot Sequences executes it.
What a cadence includes
- Channels — calls, emails, LinkedIn, voicemails.
- Number of touches and the spacing between them.
- Messaging tailored to each step.
Cadence vs sequence
A cadence is the methodology — the planned rhythm of outreach. A sequence (like HubSpot Sequences) is the software that automates executing it. You design the cadence, then build it as a sequence so reps run it consistently.
Frequently asked questions
What is a sales cadence?
A structured, repeatable sequence of outreach touches across channels, spaced over time, designed to persistently engage a prospect.
What's the difference between a cadence and a sequence?
A cadence is the planned outreach rhythm; a sequence is the tool that automates running it. The cadence is the strategy, the sequence the execution.
How many touches should a cadence have?
It varies, but effective B2B cadences usually span multiple channels and many touches over a few weeks — most replies come well after the first attempt.
Related service: Build cadences in HubSpot