[Research] How to Build the Ultimate Sales Cadence

What 145 thousand activities tell us about sales reps' behavior | taught by Gabe Larsen

Course description

Sales cadence is a term that is often used but frequently misunderstood. InsideSales.com Labs defines sales cadence as a sequence of activities to increase contact and qualification. When cadences are performed correctly, they not only increase a reps ability to interact with a prospect but they educate them to become potential buyers.

Every sales representative executes a cadence as he or she reaches out and attempts to initiate a conversation with a potential prospect. The art of a cadence is determined based on a myriad of factors, fueled primary by sales reps’ intuition regarding the company and contact being pursued.

  • How many times should I attempt contact?
  • What methods are most likely to result in a conversation?
  • What messaging will resonate with my potential buyer?

These are a few of the many questions sales reps consider when creating their optimal cadence. Because these cadences are built purely on intuition, the answers to the above questions introduce a variety of answers – many of which limit a sales rep’s ability to effectively turn prospects into potential buyers.

In studying 14,331 cadences, made up of 144,976 total activities, across 8,742 companies, InsideSales.com Labs discovered five components of a cadence:

  • Attempts: The total number of touches
  • Media: The pattern of media used
  • Duration: The length of time from start to finish
  • Spacing: The gap between attempts
  • Content: The messaging utilized


Each component builds on the other to create a cadence strategy that allows reps to successfully contact and qualify prospects. Up until this point, opinion research has been used to determine industry standards regarding the five components. Never before has an in-depth analysis of cadence strategies been performed to provide a benchmark of what sales reps actually do versus what they think they do. 

Complete this game plan to understand:
· The five components of a cadence
· What are the baselines and benchmarks by industry for each component
· How to successfully implement cadence best practices in your organization

Gabe Larsen
Gabe Larsen
Head of InsideSales Labs

Reviews (2)

Liked it a lot!

by Renata Preto
I really liked all the data that the research brought, but I'd also love to get more info about cadences best practices all around the world, since here in Brazil voice mails are not a common touch (actually people never listen to them!).

Cadence Audit Benchmark

by Michael Racz
This document provides a baseline of activity in the cadence process. As a consumer of all "things" sales data, I am shocked at the numbers/stats. Low volume of calls, emails, voice mails etc. We as a SDR of BDR universe have to be more diligent and smarter in attracting customer.

Liked it a lot!

by Renata Preto
I really liked all the data that the research brought, but I'd also love to get more info about cadences best practices all around the world, since here in Brazil voice mails are not a common touch (actually people never listen to them!).

Cadence Audit Benchmark

by Michael Racz
This document provides a baseline of activity in the cadence process. As a consumer of all "things" sales data, I am shocked at the numbers/stats. Low volume of calls, emails, voice mails etc. We as a SDR of BDR universe have to be more diligent and smarter in attracting customer.