Improve lead management productivity with sales cadences

You can develop sales cadences to support product launches into a new market segment or geography and tailor the sales approach for an industry or event.

You set up flows that schedule email and phone conversations and include branching and timing to sequence events. You can incorporate email templates, which provide rich, personalized content that you can attach to a cadence.

Leads are time-sensitive and benefit from having a prescribed task flow. Sales cadences let you share the practices of your best sellers with all your sellers.

This video shows how a sales operations manager can create a sales cadence and how a sales representative can use the cadence to manage a lead.

Log in as a global sales operations user.

First, enable sales cadences so that they are available for all sales operations users. In the Sales Operations portal, select Administration > Toggle Settings, and then click Enable Sales Cadence.

In the navigation pane, click Tools, and then click Sales cadence.

You can group and organize your cadences on the Sales cadences landing page.

In the example, the cadences are grouped by case status:

• New-Draft status indicates that there are new cadences that you are developing but have not yet published.
• Open-Active status indicates that there are published cadences that are in current use. These cadences are available to sales managers and representatives.
• Resolved-Closed status indicates that there are old cadences that you no longer use.

Click the hyperlinked number to see the leads to which the cadence is attached.

Take a closer look at a cadence.

A webinar about the Voice AI solution generated leads from attendees who provided their contact information. The sales team uses the Webinar Follow Up cadence to track these leads.

Click Webinar Follow Up to view the cadence. Click Details to view the flow. A flow can use four basic components, email, phone call, wait step or decision step, that show the sequence of tasks that are associated with processing the lead.

In this sequence, the sales representative sends the potential customer an email to determine their interest. He waits 24 hours, and then follows up with a phone call. If the phone call is answered, he sends a final email to see if the potential customer needs any other information or assistance.

Look at the properties in the initial sequence of events. The Send follow-up email task uses an email template with content that supports the Intelligent Automation solutions campaign. The template adds the name of the lead to the greeting. After waiting 24 hours for a response, the flow proceeds to the next step, Make a phone call. The cadence attaches a script for the representative to use in the call.

Note that you can use preconfigured rules when creating a cadence to determine status and branch the flow. For example, in a decision step, you can use a rule to determine whether the lead replies to the follow-up email, and then branch the flow to different tasks based on whether the email received a reply.

The cadence ensures that sales representatives follow the same process to develop leads from the webinar.

View the sales cadence from the perspective of a sales representative.

Log in as a sales representative.

You can assign a published cadence to a lead.

Open the lead, and then select Actions > Sales cadence > Webinar Follow-up – Voice AI.

Click Where am I? to see where in the cadence the process is currently.

The sales representative can continue to execute the sales cadence or override the current status. When the sales representative completes the cadence, they can convert the lead to an opportunity or close the lead.

You have reached the end of this video.