Sales Cadence
A sales cadence is a structured sequence of outreach touches — calls, emails, SMS, voicemails, and social touches — executed across days or weeks to convert prospects from initial contact to funded deal, with timing and content optimized per touch.
Why This Matters
Cadence engineering is what separates productive MCA shops from amateur outbound. Industry research shows 6-12 touches across 14-21 days converts 60-80% more leads than 1-3 touch attempts. A typical MCA cadence: Day 1 — call, voicemail, email; Day 2 — SMS; Day 3 — call; Day 5 — email; Day 8 — call, voicemail; Day 12 — final SMS, breakup email. Tools like Outreach, Salesloft, and Apollo automate cadence execution. For MCA, cadence content needs to vary touch-by-touch — same script repeated breeds disengagement.
Frequently Asked Questions
Frequently Asked Questions
How many touches should an MCA cadence include?
8-12 touches across 14-21 days is the productivity sweet spot. Fewer than 6 leaves conversion on the table. More than 14 creates diminishing returns and risks recipient fatigue or DNC complaints.
What channels should an MCA cadence use?
Phone is primary (5-7 calls in a quality cadence). Email second (3-4 emails). SMS adds 2-3 touches at high response rates. LinkedIn and direct mail add value for higher-deal-size prospects but rarely justify the effort for sub-$50K MCA deals.