A campaign is the motion you run at a group of companies: who you target, the list you work, the order of calls and emails and the reps on it. Sales Montana keeps the dialer, the email and the CRM in one place, so one campaign runs the whole sequence.
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By Nabil Irfan, founder of Sales Montana · Updated
What is Sales Montana? Sales Montana is a power dialer and CRM for B2B teams. Montana, its AI head of sales, finds leads, reviews every interaction and tells each rep where to focus. One flat price for the platform: Engine $99 a month for up to 3 reps or Pro $297 a month for unlimited reps, billed monthly. The 14-day trial takes a card to start and nothing is charged until it ends. Read more about Sales Montana.
A campaign is a motion: a set of companies, the reps working them, and the plan for how they get chased. A company can sit in more than one campaign, and the account page shows one continuous history rather than a fragment per campaign.
A cadence is the plan for chasing one lead: call Monday, call again Wednesday, email Friday, then stop. Without one, a lead gets three attempts in a day and is written off forever. You build it as an ordered list of steps on a campaign, each with a channel, a wait from the step before it and a title.
| Step | Channel | Wait |
|---|---|---|
| First attempt | Call | Immediately |
| Second attempt | Call | 2 days |
| Intro email | 1 day | |
| Third attempt | Call | 3 days |
| Break-up email | 5 days |
A lead advances when a rep dispositions a call. An outcome that ends the chase, such as not interested, wrong number or do not call, stops it wherever it is. Anything else moves it to the next step and schedules it for when that step is due. The last step can loop back to the first, for a list you never want to give up on entirely.
Call steps need no dispatcher: a due lead whose next step is a call is exactly what the dialer picks up. Email and task steps go out on the next scheduled run, usually within a quarter of an hour, and an email step waits for the rep to approve its draft. Text messaging switches on after a one-time carrier registration we file for you.
After a call, Montana drafts the follow-up email from what was said. The rep reads it, edits it and sends it from their own Gmail or Outlook mailbox, so the reply threads back onto the account next to the calls. Mail goes out from each rep's own mailbox, not a shared sender, and nothing sends on its own. See the email documentation.
One live enrollment per lead is enforced, so loading the same list twice does not double the queue. A lead that is already queued is left where it is rather than enrolled again.
What is the difference between a campaign and a cadence?
A campaign is the set of companies, the reps and the plan. A cadence is the ordered list of steps inside that campaign: which channel, how long to wait and what to do next.
Does Sales Montana send email on its own?
No. Montana drafts the follow-up from the call. The rep reads it, edits it and sends it from their own Gmail or Outlook mailbox.
Can a lead be in two campaigns at once?
A company can sit in more than one campaign, but only one live enrollment per lead at a time, so the same list loaded twice does not double your queue.
When does a lead stop?
An outcome that ends the chase, such as not interested, wrong number or do not call, stops it wherever it is. Any other outcome moves it to the next step.
He reads your site and shows who he'd call, before you have given us an email.