The customer journey has changed. In days long gone by, it used to be a linear process. A customer would find a company, conduct a little research, connect with a sales associate, and make a decision. However, the digital age has changed the way that customers complete their buying journey. There are now a multitude of choices that customers must navigate as they begin, pause, change, restart, and complete their buyer journeys.
One of the most important ways to keep your sales development reps (SDRs) focused on growing their pipeline is by using a sales cadence. Now, if you are not familiar with this term it simply means a defined schedule indicating when reps should reach out to the prospects that they are pursuing. Every sales organization has a slightly different approach depending on the tactics they are using but a typical cadence may include calls, emails, social media activities, webinars, or all of the above. The important thing is that a cadence exists. Defining your sales cadence and sharing it gives sales managers and executives a certain level of comfort knowing that the SDRs are taking the necessary steps to accelerate leads through the buying process.