Resources / Glossary / Follow-up and workflows
Cadence
The planned pattern of follow-up contacts over time: how many, how far apart, on which channel, and saying what.
A cadence is a schedule with content attached. It sets the timing of each attempt, the channel used, who makes it and what new thing it carries. Different situations get different cadences: a fresh internet lead, an unsold visit, a no-show and a customer who asked to be contacted in the spring should not be worked the same way.
The content is the part most stores skip. A cadence of four contacts that all say checking in is one contact repeated four times, and the customer reads it that way.
Why it matters for a sales manager
Written cadences are how follow-up survives a busy Saturday. Without one, the third and fourth attempts disappear first, which is exactly where the customers who buy later are sitting. A cadence also gives you something to inspect: you can look at whether the steps ran and what they said, rather than asking a rep whether they have been staying on top of it.