--- title: How to Build a Sales Cadence | Brazn AI description: Learn how to build an effective sales cadence to structure your multi-channel outreach across email, phone, and LinkedIn. Discover key design dimensions, step-by-step examples, proven cadence variants, and core metrics to optimize sales engagement. image: https://www.brazn.ai/hubfs/Imported_Blog_Media/How%20to%20Build%20a%20Sales%20Cadence.png --- [Skip to content](https://www.brazn.ai/blog/how-to-build-a-sales-cadence#main-content) [![Brazn\_logo\_white](https://www.brazn.ai/hs-fs/hubfs/Brazn_logo_white.webp?width=960&height=540&name=Brazn_logo_white.webp "Brazn_logo_white")](https://www.brazn.ai/) - [Home](https://www.brazn.ai) - [Why Brazn AI?](https://www.brazn.ai/why-brazn-ai) - [Agents](https://www.brazn.ai/ai-sales-agents-for-saas) - [Platform](https://www.brazn.ai/platform) - [Pricing](https://www.brazn.ai/pricing) - [Blog](https://brazn.ai/blog) - [Login](https://app.brazn.ai) - [Get Brazn AI](https://brazn.ai) - [Sales Strategy](https://www.brazn.ai/blog/tag/sales-strategy), - [Outbound Sales](https://www.brazn.ai/blog/tag/outbound-sales), - [Brazn AI](https://www.brazn.ai/blog/tag/brazn-ai), - [sales engagement](https://www.brazn.ai/blog/tag/sales-engagement), - [Sales Automation](https://www.brazn.ai/blog/tag/sales-automation), - [Sales Prospecting](https://www.brazn.ai/blog/tag/sales-prospecting), - [B2B Sales](https://www.brazn.ai/blog/tag/b2b-sales), - [sales cadence](https://www.brazn.ai/blog/tag/sales-cadence), - [Cold email](https://www.brazn.ai/blog/tag/cold-email), - [sales outreach](https://www.brazn.ai/blog/tag/sales-outreach), - [cold outbound](https://www.brazn.ai/blog/tag/cold-outbound), - [LinkedIn outreach](https://www.brazn.ai/blog/tag/linkedin-outreach), - [reply rate](https://www.brazn.ai/blog/tag/reply-rate), - [meeting conversion](https://www.brazn.ai/blog/tag/meeting-conversion), - [cadence design](https://www.brazn.ai/blog/tag/cadence-design), - [sales touchpoints](https://www.brazn.ai/blog/tag/sales-touchpoints), - [email cadence](https://www.brazn.ai/blog/tag/email-cadence), - [mid-market sales](https://www.brazn.ai/blog/tag/mid-market-sales), - [open rate](https://www.brazn.ai/blog/tag/open-rate), - [cadence metrics](https://www.brazn.ai/blog/tag/cadence-metrics) # How to Build a Sales Cadence ![](https://www.brazn.ai/hubfs/Imported_Blog_Media/How%20to%20Build%20a%20Sales%20Cadence.png) - May 4, 2026 ![Alex Margarit](https://www.brazn.ai/hubfs/Alex_Margarit.avif) [Alex Margarit](https://www.brazn.ai/blog/author/alex-margarit) # How to Build a [Sales Cadence](https://www.revenue.io/inside-sales-glossary/what-is-a-sales-cadence) A sales cadence is a structured sequence of outreach touchpoints — across email, phone, [Linkedin](https://www.linkedin.com/help/linkedin/answer/a548441), and other channels — designed to engage a specific prospect type in a specific context. It defines what contact is made, through which channel, in what order, at what intervals, and with what content at each step. Without a cadence, outreach is inconsistent — some prospects get one email and are never contacted again, others get followed up with daily in a way that damages the relationship. A well-designed cadence ensures every prospect receives the right level of engagement, in the right sequence, without relying on individual rep discipline to remember who to contact and when. ### **The Anatomy of a Sales Cadence** Every cadence has five design dimensions: **1. Length (number of steps and days)** How many touchpoints, over how many days? A cold outbound cadence for a mid-market prospect typically runs 12–16 steps over 20–30 days. An inbound lead cadence (prospect has shown intent) can be shorter and more aggressive — 6–8 steps over 10 days. An enterprise ABM cadence for a strategic account might run for 60+ days with more customised content at each step. **2. Channel mix** Which channels are included and in what proportion? A balanced mid-market cadence typically includes: email (50–60% of steps), phone calls (25–30%), and LinkedIn (15–20%). The channel mix should reflect your ICP's communication preferences — some personas respond to calls, others exclusively to email or LinkedIn messages. **3. Step spacing** The time between touchpoints. Early in a cadence, spacing should be shorter (1–2 days) to maintain momentum and context continuity. Later steps can space out (4–7 days) to avoid frequency fatigue. The cadence should feel persistent, not aggressive. **4. Content progression** Each step should add value or change angle — not simply repeat the initial message with a "just following up" subject line. A well-constructed cadence progresses through: initial value proposition → social proof → specific trigger/observation → direct ask → peer reference → break-up. **5. Personalisation depth** How much personalisation is required at each step? Step 1 (initial email) should be highly personalised — specific to the prospect's company, role, and situation. Later steps can be templated with lighter personalisation. Steps that require heavy research per prospect are expensive to run at volume — design the personalisation requirement to match the prospect's priority tier. ### **A Proven Mid-Market Cold Outbound Cadence** **Day 1 — Step 1: Personalised email (high personalisation)** Research-based opening line, relevant observation about the prospect's company or role, single relevant social proof point, one clear ask (20-minute call). Subject: specific trigger or direct question. **Day 2 — Step 2: LinkedIn connection request** Connection request with a brief note referencing the email ("Sent you a note yesterday — thought connecting here made sense too"). No pitch in the connection request. **Day 3 — Step 3: Phone call** Voicemail if no answer: brief (20 seconds), reference the email, single sentence on why relevant, specific ask to reply to the email. No pitch in the voicemail. **Day 5 — Step 4: Email (different angle)** Different value angle from Step 1 — if Step 1 led with a trigger, Step 4 leads with social proof. Or vice versa. A prospect who didn't open Step 1 might respond to a different frame. **Day 7 — Step 5: LinkedIn message (if connected)** Short, conversational message — not a pitch. Reference something relevant from their LinkedIn activity (a post they wrote, a company announcement) with a single follow-up question. **Day 10 — Step 6: Phone call** Second call attempt. Voicemail: reference the previous touchpoints, acknowledge you've reached out a few times, offer a specific reason to take the call now. **Day 14 — Step 7: Email (peer reference)** Reference a specific customer similar to their company. One sentence on what that customer was dealing with, one sentence on what changed. Ask if it resonates. **Day 17 — Step 8: Phone call** Third call. Short voicemail if no answer. No new pitch — brief reference to the thread. **Day 20 — Step 9: Email (content / insight)** Share a genuinely useful insight, piece of content, or benchmark relevant to their role. No pitch attached. Builds relationship credit whether or not they respond. **Day 24 — Step 10: LinkedIn message** Check in on the LinkedIn connection with a direct question: "Is \[specific problem\] something that's on the agenda at \[Company\] right now?" **Day 27 — Step 11: Phone call** Fourth call. Final voicemail. **Day 30 — Step 12: Break-up email** Final email. "Going to stop reaching out — clearly not the right time or the right fit. If that changes, I'm easy to find. Good luck with \[relevant company context\]." This email often generates the most replies of any step in the cadence. ### **Cadence Variants to Build** A single generic cadence is not a cadence strategy. Build variants for each distinct situation: **Inbound lead cadence:** Higher urgency, faster step spacing (first 3 steps within 48 hours), tone acknowledges their inbound action ("saw you downloaded X"). **Re-engagement cadence:** For prospects who were previously engaged but went cold. Shorter (6–8 steps), acknowledges the gap, leads with something new (product update, relevant case study). **Post-event cadence:** For contacts met at a conference or webinar. References the specific event and what was discussed. Shorter cycle, more conversational tone. **Champion expansion cadence:** For existing customers being targeted for upsell or expansion. Entirely different tone — starts from relationship, not cold prospecting. References their current usage and success. **AE post-discovery follow-up sequence:** Not a prospecting cadence — a structured follow-up sequence for [AE](https://en.wikipedia.org/wiki/Account_executive)s after a first [Discovery Call](https://www.salesforce.com/blog/what-is-a-discovery-call/), ensuring every next step is executed and deal momentum is maintained. ### **Measuring Cadence Performance** Every cadence should be measured against three metrics: **Open rate** (email): Are the subject lines earning the open? Industry baseline: 25–35%. Below 20% indicates subject line problems. **Reply rate** (email): Are the emails prompting responses — including negative responses? Total reply rate (positive + negative) industry baseline: 8–15%. Below 5% indicates content or targeting problems. **Meeting conversion rate:** What percentage of prospects who enter the cadence book a meeting? This is the ultimate cadence metric. Benchmark against your historical performance and against your team average. A/B test individual steps — one variable at a time — with minimum 100 sends per variant before drawing conclusions. Optimise the lowest-performing step first; improving a 2% step to 4% has more impact than improving a 30% step to 35%. ### **How Brazn and Sales Engagement Tools Work Together** Brazn integrates with Salesloft, Outreach, and Apollo to connect cadence-generated pipeline with qualification intelligence. Knowing which cadence steps produced the prospects who became well-qualified opportunities — and which produced engaged-but-unqualified pipeline — enables smarter cadence design over time. ## See Brazn in your sales stack Map your current tools and see how Brazn can connect the work between them. [Book a demo](https://www.brazn.ai) ![Brazn sales intelligence dashboard](https://www.brazn.ai/hubfs/Imported_Blog_Media/Brazn_dashboards-Sep-18-2026-06-57-25-8701-PM-Sep-19-2026-05-33-45-9644-PM.png) ![Alex Margarit](https://www.brazn.ai/hubfs/Imported_Blog_Media/Alex_Margarit-Sep-19-2026-05-33-45-1029-PM.avif) ## About the author [Alex Margarit](https://www.linkedin.com/in/aemm/) is a Sales AI Expert and SaaS Sales Leader with 25+ years of experience at BMC, ServiceNow, and DocuSign. Blog Post ## Related Articles Check out some of the other great articles from Brazn AI's Blog [![](https://www.brazn.ai/hubfs/Imported_Blog_Media/What%20Is%20a%20Sales%20Cadence%20Guide%20for%20SaaS%20SDRs%20and%20AE.png)](https://www.brazn.ai/blog/blogwhat-is-a-sales-cadence-guide-for-saas-sdrs-and-aes) [SaaS sales](https://www.brazn.ai/blog/tag/saas-sales), [Outbound Sales](https://www.brazn.ai/blog/tag/outbound-sales), [Cold outreach](https://www.brazn.ai/blog/tag/cold-outreach), [Brazn AI](https://www.brazn.ai/blog/tag/brazn-ai), [Sales enablement](https://www.brazn.ai/blog/tag/sales-enablement), [Pipeline generation](https://www.brazn.ai/blog/tag/pipeline-generation), [sales engagement](https://www.brazn.ai/blog/tag/sales-engagement), [Sales Automation](https://www.brazn.ai/blog/tag/sales-automation), [B2B Sales](https://www.brazn.ai/blog/tag/b2b-sales), [sales cadence](https://www.brazn.ai/blog/tag/sales-cadence), [sales outreach](https://www.brazn.ai/blog/tag/sales-outreach), [sales development representative](https://www.brazn.ai/blog/tag/sales-development-representative), [sales personalization](https://www.brazn.ai/blog/tag/sales-personalization), [SDR prospecting](https://www.brazn.ai/blog/tag/sdr-prospecting), [AE cadences](https://www.brazn.ai/blog/tag/ae-cadences), [sales touchpoints](https://www.brazn.ai/blog/tag/sales-touchpoints), [prospecting strategy](https://www.brazn.ai/blog/tag/prospecting-strategy), [account executive](https://www.brazn.ai/blog/tag/account-executive), [Multi-channel outreach](https://www.brazn.ai/blog/tag/multi-channel-outreach), [email cadence](https://www.brazn.ai/blog/tag/email-cadence) ### [What Is a Sales Cadence? Guide for SaaS SDRs and AEs](https://www.brazn.ai/blog/blogwhat-is-a-sales-cadence-guide-for-saas-sdrs-and-aes) April 28, 2026 What Is a Sales Cadence? Guide for SaaS SDRs and AEs A sales cadence is a structured, multi-step sequence of outreach... [Read more](https://www.brazn.ai/blog/blogwhat-is-a-sales-cadence-guide-for-saas-sdrs-and-aes) [![](https://www.brazn.ai/hubfs/Imported_Blog_Media/What%20Is%20a%20Cadence%20in%20Sales.png)](https://www.brazn.ai/blog/blog/what-is-a-cadence-in-sales) [Sales Strategy](https://www.brazn.ai/blog/tag/sales-strategy), [Outbound Sales](https://www.brazn.ai/blog/tag/outbound-sales), [Cold outreach](https://www.brazn.ai/blog/tag/cold-outreach), [Brazn AI](https://www.brazn.ai/blog/tag/brazn-ai), [sales engagement](https://www.brazn.ai/blog/tag/sales-engagement), [Sales Automation](https://www.brazn.ai/blog/tag/sales-automation), [sales analytics](https://www.brazn.ai/blog/tag/sales-analytics), [Sales Process](https://www.brazn.ai/blog/tag/sales-process), [B2B Sales](https://www.brazn.ai/blog/tag/b2b-sales), [sales cadence](https://www.brazn.ai/blog/tag/sales-cadence), [lead generation](https://www.brazn.ai/blog/tag/lead-generation), [sales follow up](https://www.brazn.ai/blog/tag/sales-follow-up), [sales outreach](https://www.brazn.ai/blog/tag/sales-outreach), [sales tools](https://www.brazn.ai/blog/tag/sales-tools), [inside sales](https://www.brazn.ai/blog/tag/inside-sales), [cold calling](https://www.brazn.ai/blog/tag/cold-calling), [SDR cadence](https://www.brazn.ai/blog/tag/sdr-cadence), [sales tips](https://www.brazn.ai/blog/tag/sales-tips), [inbound vs outbound](https://www.brazn.ai/blog/tag/inbound-vs-outbound), [email cadence](https://www.brazn.ai/blog/tag/email-cadence) ### [What Is a Cadence in Sales?](https://www.brazn.ai/blog/blog/what-is-a-cadence-in-sales) April 24, 2026 What Is a Cadence in Sales? A sales cadence is a structured, multi-touch outreach sequence — a defined series of... [Read more](https://www.brazn.ai/blog/blog/what-is-a-cadence-in-sales) [![](https://www.brazn.ai/hubfs/Imported_Blog_Media/The%20New%20Multichannel%20Reality%20SMS%2c%20Email%2c%20LinkedIn%2c.png)](https://www.brazn.ai/blog/blogthe-new-multichannel-reality-sms-email-linkedin-and-ai-voice) [Buyer engagement](https://www.brazn.ai/blog/tag/buyer-engagement), [Outbound Sales](https://www.brazn.ai/blog/tag/outbound-sales), [Cold outreach](https://www.brazn.ai/blog/tag/cold-outreach), [Brazn AI](https://www.brazn.ai/blog/tag/brazn-ai), [Sales Automation](https://www.brazn.ai/blog/tag/sales-automation), [GTM strategy](https://www.brazn.ai/blog/tag/gtm-strategy), [B2B Sales](https://www.brazn.ai/blog/tag/b2b-sales), [RevOps](https://www.brazn.ai/blog/tag/revops), [email outreach](https://www.brazn.ai/blog/tag/email-outreach), [sales cadence](https://www.brazn.ai/blog/tag/sales-cadence), [sales messaging](https://www.brazn.ai/blog/tag/sales-messaging), [lead generation](https://www.brazn.ai/blog/tag/lead-generation), [sales tools](https://www.brazn.ai/blog/tag/sales-tools), [multichannel sales](https://www.brazn.ai/blog/tag/multichannel-sales), [LinkedIn prospecting](https://www.brazn.ai/blog/tag/linkedin-prospecting), [SDR strategy](https://www.brazn.ai/blog/tag/sdr-strategy), [AI voice dialer](https://www.brazn.ai/blog/tag/ai-voice-dialer), [sales engagement platforms](https://www.brazn.ai/blog/tag/sales-engagement-platforms), [connection rates](https://www.brazn.ai/blog/tag/connection-rates), [SMS sales](https://www.brazn.ai/blog/tag/sms-sales) ### [The New Multichannel Reality: SMS, Email, LinkedIn, and AI Voice](https://www.brazn.ai/blog/blogthe-new-multichannel-reality-sms-email-linkedin-and-ai-voice) April 30, 2026 The New Multichannel Reality: SMS, Email, LinkedIn, and AI Voice For years, B2B outbound was simple: you sent an email,... 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