Channels
Cadences
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.
Why it matters
The default policy tries a lead three times with a few hours between, which can mean three calls in one working day and then never again. Every serious outbound team works a lead six to eight times across two or three weeks. A cadence is how you say that.
Building one
A cadence is an ordered list of steps on a campaign. Each step has a channel, a delay from the step before it, and a title. Settings, then Campaigns, then the cadence column.
| 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 |
Recurring steps
The last step can loop back to the first. That is the reactivation motion: call, wait thirty days, call again, indefinitely, for a list you never want to give up on entirely.
How a lead moves
A lead advances when a rep dispositions a call. An outcome that ends the chase, not interested, wrong number, 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.
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 are dispatched on a schedule, so a step due at ten lands within a few minutes of ten.
Cadences are opt in per campaign. Leaving a campaign without steps keeps the three attempt default, so turning the feature on changes nothing until you build a plan.
Seeing where a lead is
The Leads page shows a cadence column: which step each lead is on and when the next one is due. A lead that stalls is visible rather than quietly sitting still.