Sales / GTM
Cadence
A cadence is a planned sequence of calls, texts, emails, delays, and retries used to follow up until a lead responds, books, opts out, or becomes inactive.
A cadence is a planned sequence of calls, texts, emails, delays, and retries used to follow up until a lead responds, books, opts out, or becomes inactive.
What Cadence means
A cadence is a planned sequence of calls, texts, emails, delays, and retries used to follow up until a lead responds, books, opts out, or becomes inactive.
A cadence defines both actions and stopping conditions. It should account for lead sourceLead sourceLead source identifies the channel, campaign, marketplace, partner, form, or referral that generated an inquiry., consent, time zone, business hours, prior outcomes, and channel preference. More attempts are not automatically better; relevance and control matter more than raw activity.
How it works
A triggerTriggerA trigger is an event or condition that starts, resumes, changes, or stops an automated workflow. enrolls an eligible record. Each step checks whether the lead is still active and permitted for that channel, then performs the action or waits. Replies, bookings, transfers, invalid contact data, and opt-outs update the record and change or end the remaining sequence.
Practical use cases
Following up after an inbound form submission
Coordinating voice, SMS, and email attempts
Re-engaging an eligible lead after a scheduled delay
Design the exit rules before the touch sequence. A useful cadence stops promptly when the goal is reached, the context changes, or the person asks not to be contacted.
Frequently asked questions
Why does Cadence matter?
Design the exit rules before the touch sequence. A useful cadence stops promptly when the goal is reached, the context changes, or the person asks not to be contacted.
How many touches should a cadence include?
There is no universal number. Use consent, urgency, lead source, sales cycle, channel performance, and complaint data to set and test a bounded sequence.
Source: Thoughtly’s Agent Builder overview.
Related concepts: multi channel follow up, trigger, slaSLAAn SLA, or service level agreement, defines the response or resolution commitment for a lead, request, handoff, or operational queue., opt out.