What Is Cadence?
A cadence is a planned, structured sequence of outreach touches, calls, emails, texts, or a mix, spaced out over a set number of days, that a rep or system works through with a prospect before moving on, rather than reaching out once and stopping.
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A cadence is a planned, structured sequence of outreach touches, calls, emails, texts, or a mix, spaced out over a set number of days, that a rep or system works through with a prospect before moving on, rather than reaching out once and stopping.
Cadence explained
A prospecting cadence exists because most people do not respond to the first message. It is a defined pattern: touch one, wait, touch two on a different channel or with a different angle, wait, touch three, and so on, usually mapped out in advance rather than improvised message by message.
Cadences are not only for first contact. A confirmation cadence runs after a meeting is already booked, built to protect the show rate rather than generate the meeting in the first place. VA Horizon's confirmation cadence is a fixed three-touch sequence: 24 hours before the meeting, 2 hours before, and 15 minutes before start time, all logged and delivered as proof with the invoice.
The point of any cadence, prospecting or confirmation, is consistency: the same structured sequence runs every time instead of depending on whether a given rep remembers to follow up. That consistency is part of what makes a cadence auditable after the fact, since you can compare what actually happened against what was supposed to happen.
Why it matters when you're buying
Ask any vendor what their cadence actually looks like, step by step, both for reaching a new prospect and for confirming a booked meeting. A vague answer usually means the follow-up is improvised, which is exactly where meetings quietly get missed or no-shows happen.
Frequently Asked Questions
What's the difference between a prospecting cadence and a confirmation cadence?
Why does a cadence matter more than a single follow-up message?
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