How it works
A cadence has four parts: the channels, the number of touches, the gap between them and the exit. It ends when the prospect replies, books a meeting or asks you to stop, or when the last step passes with no answer.
Most cadences are for prospecting, where the first few tries usually get no reply. The cadence decides the next step in advance, so a follow-up doesn't depend on you remembering it.
Worked example, a made-up 14-day cadence with 8 touches: day 1, a call and an email. Day 3, a call. Day 5, a LinkedIn message. Day 7, a call and an email. Day 10, a call. Day 14, a last email that says you'll stop there. Start 10 new prospects on it every week and, once it's running, you have 10 in their first week and 10 in their second. That's 80 touches a week, about 16 a day.
So how many touches, over how many days? No number suits every team, and the figures quoted online rarely link a study. Start with something like the one above, then look at which touch the replies came from. If nobody answers after touch 6, drop 7 and 8. If replies come late, stretch the gaps.
Where it shows up in your week
A cadence only works if each step turns up on its day. The follow-up app takes a follow-up typed in one line, dates it and reminds you, so day 7's call is on day 7's list. The sales cadence guide has three cadences to copy and the Do Not Call rules to check first.