Get to Know Standard Cadences
Learning Objectives
After completing this unit, you’ll be able to:
- Describe a standard cadence in Sales Engagement.
- List common use cases for standard cadences.
Before you start this module, make sure you complete the following content. The work you do here builds on the concepts and work you do in those modules.
In this module, sales managers with the Sales Engagement Cadence Creator permission will learn how to create, implement, and manage standard cadences. Your Salesforce admin can assign this permission in the sales manager’s user profile.
Sales cadences are available in Lightning Experience with Sales Engagement in Sales Cloud. The Sales Engagement app is included in Performance and Unlimited Editions, and available for an extra cost in Professional and Enterprise Editions. Sales Engagement is also available for an extra cost in Service Cloud and Lightning Platform. You’ll use the Sales Engagement app to complete the hands-on challenge in this module.
Cadences in Sales Engagement
Effective sales managers constantly analyze sales performance to help teams improve. With consistent sales practices, managers help their teams convert leads, close deals faster, and measure their results. Cadences combine individual sales steps, such as sending emails, making calls, arranging meetings, and sending text messages into planned, scheduled, and measured outreach playbooks.
Managers with the Sales Engagement Cadence Creator permission can create their own cadences in a simple drag-and-drop interface. Once a cadence is activated, sales managers or reps can add leads, contacts, and person accounts to the cadence. Sales reps then act on individual cadence steps from their personal To Do List. Reps see the next step for each prospect when it’s due, without having to monitor where they are in the sales process.
Different users have different permissions based on their role. Here’s an overview.
Permission | Description |
|---|---|
Sales Engagement Cadence Creator | Sales manager users can access the Sales Engagement app, and create and edit standard cadences. |
Sales Engagement Quick Cadence Creator | Reps can access the Sales Engagement app, and create and edit quick cadences. |
Sales Engagement Basic User | Reps can access the Sales Engagement app and work targets through cadences. |
In this module, we focus on standard cadences built by users with the Sales Engagement Cadence Creator permission. Standard cadences outline specific engagement steps and automate moving and tracking targets through the process. Quick cadences, on the other hand, have one engagement step. Users with quick cadence creator permission can learn more in Quick Cadences for Sales Teams.
Let’s review two key terms.
- The cadence target is the prospect (or customer) who receives the calls, emails, or other communications. One cadence can have many targets. Targets can be leads, contacts, and person accounts.
- The target assignee is the sales rep assigned to work the target through the cadence steps.
Common Use Cases
Cadences make it simple to track where each prospect is in the sales process. Managers often start by identifying sales processes with high volume and predictable steps, and implement those cadences first.
Here are some common scenarios that are ideal for cadences.
- Prospecting: Reach out to new leads to gauge their interest. This type of cadence is essential to constantly initiate new leads at the top of the sales funnel.
- Lead qualification: Gather information from leads to determine their authority to make purchasing decisions, explore any budget constraints, and assess the process timeline.
- Event follow-up: Enter your leads from a conference or seminar into a nurturing cadence. Set the steps and time period to suit your product and industry.
- Onboarding: Address the traditional learning curve with your product implementation and ease typical pain points in your onboarding process.
- Renewals: Guide an existing customer through the renewal process with an early outreach email and follow-up emails and calls.
Cadences are grouped by type and stored in folders. Initially, a user will find these folders.
- Popular Cadences: Includes prebuilt cadences for you to customize
- My Private Cadences: Includes cadences for personal use
- Public Cadences: Includes cadences available to all Sales Engagement users in your organization
- Created by Me
- Shared with Me
All users can see this list of folders on the left side of the Cadences page list view. As you build cadences, they’re stored automatically in folders. Remember, Sales Engagement offers two types of cadences: standard and quick cadences.
All Sales Engagement users have access to cadences in the Public Cadences folder and can add targets to an active cadence one at a time from a lead, contact, or person account record.
- Standard cadences, created by managers, are saved to the Public Cadences folder for teams.
- Quick cadences contain only a single step and are always saved to their creator’s My Private Cadences folder.
- Users can add folders to organize more groups of cadences.
Once a standard cadence is activated, users can access it from the Public folder and add targets individually. Later, you learn how users can add multiple targets to a cadence at once.
Now that you’ve seen what cadences are and what they can do for your business, in the next unit, we take a closer look at how you can create them yourself.