A 17-Day Multi-Channel Cadence

A multi channel sales cadence is a dated plan for one account: which channel touches the buyer on which working day, and what each touch adds. This lesson assembles everything the course has built into the pattern we use on our own Tier 1 accounts.

What does the pattern look like?

The Tier 1 pattern runs 10 to 14 touches over 17 days across up to six channels: LinkedIn connect, email, follow-ups, a case study, a voice note, a cold call and a video note. The full day-by-day template with stop rules and a tracker is in the 17-day cadence giveaway, so this lesson will not repeat it line by line. What matters here is the shape, which is three movements.

Each movement leans on an earlier lesson. The introduction only works if the research from lesson 1 produced a true reason. The emails are lesson 2, the LinkedIn touches lesson 3, the calls lesson 4, and the spacing and additions are lesson 5. The cadence does not replace any of that. It puts it in order.

How do the three tiers differ?

The depth of research decides how many touches you can honestly make, so the cadence thins as the tier drops. These are the counts we run.

The counts are not the point. The constraint is. A video note needs something specific on screen, so it belongs only where you researched the person. Running the Tier 1 pattern on a Tier 3 segment produces twelve generic touches, which is the volume trap this whole course argues against.

How do you fit it to working days and region?

The day numbers assume working days, so the calendar stretches around the buyer's week, not yours.

• Count the buyer's working days. Weekends fall on different days in different markets, so day 7 in the template is not a fixed date anywhere.
• Respect local holidays and seasons. Festival weeks, national days and fasting months change when people read and answer. Check the buyer's calendar before you start, and let the plan pause rather than land badly.
• Call inside their hours, not yours. Time zones move the phone touches first. A call that suits your afternoon may reach their switchboard at night.
• Check channel rules per country. Calling, voice notes and email carry different rules by market, as lesson 4 covered. Confirm before the first touch, not after a complaint.

One honest test before starting any account: can you name the buyer's next non-working day without looking it up? If not, the research is not finished.

What happens on day 17?

The exit rule has three branches, and you decide which applies on the day, not vaguely afterwards.

1. Someone replied. The cadence stopped the moment that happened, whatever the reply said. A conversation is running and lesson 5's rules take over.
2. A name surfaced. An assistant, a colleague, a forward. Widen: start a fresh, shorter approach to the named person with their own reason. The account stays open.
3. Silence from everyone touched. Send the closing note, park the account for 90 days with a dated note and promote the next account from the bench. Never rerun the same cadence at the same person with the same messages.

Parking is the exit that protects the list. The capping lesson in the target account list course explains the bench this feeds, and the trigger watch brings parked accounts back when something true changes.

Worked example (illustrative, not a real company)

Quaywise runs the pattern on two Tier 1 accounts in the same fortnight. All names are invented. Northfield Logistics replies on day 8, after the proof email: the cadence stops with five touches used and the conversation moves to scheduling. Calder Cold Chain stays silent through all twelve touches. On day 17 Sam Carter sends the closing note, parks the account with a note that their cold-store expansion is the trigger to watch and starts the first bench account in its place. Both outcomes are the system working. One produced a conversation; the other produced a clean ending and a free slot.

You have finished the course

This lesson completes Outbound That Gets Answered. From here, three places to go: the 17-day cadence giveaway to run this pattern on a real account, the appointment setting course for what happens once someone answers, and the AI research course to make the per-touch research faster without making it worse.