Multichannel Cadence SOP

1. Purpose

The purpose of this SOP is to establish a structured cadence for engaging prospects across email, LinkedIn, and phone. Multichannel outreach increases response rates and ensures that SDRs don’t rely on a single touchpoint. Without a structured cadence:

  1. Prospects may feel spammed with repeated outreach on one channel.
  2. SDRs may inconsistently manage follow-ups.
  3. CRM records may lack alignment between outreach activities and lead stage.
  4. Conversion rates from first touch to meeting may decline.

This SOP ensures prospecting is consistent, balanced, and efficient across all channels.

2. Scope

This SOP applies to all outbound prospecting campaigns executed by SDRs.

  • Roles Covered: SDRs, AEs, Sales Managers, Sales Operations.
  • Activities Covered: Sequencing outreach, logging touches, managing replies, and cadence tracking.
  • Systems Covered: CRM, email outreach tools (Apollo, Instantly), LinkedIn Sales Navigator, VoIP calling tools.

3. Definitions

  1. Cadence – A structured sequence of outreach steps combining multiple channels.
  2. Touchpoint – An individual outreach action (email, LinkedIn message, phone call).
  3. Sequence Completion – Full execution of all steps without a positive/negative response.
  4. Break-Out Rule – If a prospect responds, cadence stops immediately.

4. Step-by-Step Process

1. Initial Setup

  • Import only ICP-approved leads.
  • SDRs select pre-approved sequence (see Cold Email Sequences Template – Task 22).
  • All cadences logged under “Campaigns” in CRM.

2. Standard 14-Day Multichannel Cadence

  • Day 1 → Cold Email #1 (value-driven introduction).
  • Day 3 → LinkedIn connection request.
  • Day 5 → Cold Email #2 (pain point + case study).
  • Day 7 → LinkedIn follow-up message.
  • Day 10 → Phone call attempt with voicemail (if available).
  • Day 12 → Cold Email #3 (direct CTA for call/demo).
  • Day 14 → Final touch (LinkedIn or email with breakup-style message).

3. Personalization

  • Minimum 1 personalization line per prospect across at least two channels.
  • Reference prospect’s company news, LinkedIn activity, or industry updates.

4. CRM Logging

  • Every touchpoint automatically logged (via integrations) or manually updated.
  • Prospect status updated after sequence: Connected, Meeting Booked, No Response, Disqualified.

5. Break-Out Rule

  • Cadence ends immediately if:
    • Prospect responds positively (handoff to AE).
    • Prospect declines or unsubscribes.

6. Nurture Routing

  • Non-responsive leads after full cadence → moved to nurture list for long-term Marketing campaigns.

5. Roles & Responsibilities

  • SDRs: Execute cadence steps, personalize touches, and maintain CRM hygiene.
  • AEs: Take over once a positive response is received.
  • Sales Managers: Monitor cadence adherence and coach SDRs on personalization.
  • Sales Operations: Configure cadence templates in CRM/tools; generate performance reports.

6. Governance, Violations & Consequences

  • Governance Oversight: Head of Sales and Sales Operations.
  • Monitoring: Weekly cadence performance dashboards (open rate, reply rate, meeting-booked rate).
  • Examples of Violations:
    • Skipping steps in cadence.
    • Over-contacting prospects outside cadence.
    • Using unapproved messaging templates.
  • Consequences:
    • Minor: Coaching and retraining.
    • Moderate: Formal warning and removal from campaign.
    • Severe: Escalation to Sales Leadership with possible HR involvement.

7. Review & Ownership

  • SOP Owner: Sales Operations.
  • Review Cycle: Quarterly, or sooner if outreach strategy changes.
  • Approval Authority: Sales Leadership.
  • Training & Awareness: SDR onboarding includes cadence training; refreshers every 6 months.