60-Min Sales Training: Multichannel Prospecting Cadences

Direct Answer

This 60-minute Monday session installs a 14-day, 4-channel prospecting cadence (phone + email + LinkedIn + video) that every rep on your team can run by Friday. Outcome target: +30% reply rate versus single-channel email blasts within two weeks, measured by Outreach/Salesloft sequence stats.

1. Setup (5 min)

Agenda on the board before reps sit down: Framework Teach (15) → Verbatim Scripts (15) → Role-Plays (15) → Pitfalls (5) → Action Items (5).

Warm-up question (90 seconds, around the room): "What was the last cold touch that actually got you a meeting — what channel, what hook?" Write answers on the whiteboard. You will reference these in the framework teach.

Why this training, why now (2027 context): The Bridge Group 2026 SDR report pushed the touch benchmark from 17 to 21 attempts per contact across 53 days for enterprise, 12-14 over 21-28 days for mid-market and SMB. Reply rates dropped from 6.8% in 2023 to 5.8% in 2024, and AI-generated email has flooded inboxes since.

Single-channel is dead. The cadence we install today is the mid-market 14-day version because it fits 80% of our pipeline.

Rep mindset to set: "You are not sending emails. You are running a 14-day sales play." Channels work as one play, not four separate plays.

2. Framework Teach (15 min)

The framework is called PELV-14: Phone, Email, LinkedIn, Video, over 14 calendar days. The order and density matter.

The 10 touches across 14 days:

• Day 1: Email #1 — pattern interrupt opener tied to a trigger event
• Day 2: Phone #1 — morning dial, voicemail if no pick-up
• Day 3: LinkedIn — view profile + connection request, no pitch
• Day 5: Email #2 — short, references the voicemail
• Day 6: Phone #2 — afternoon dial, different time window
• Day 8: Video #1 — 45-second Loom or Vidyard, sent via email
• Day 10: LinkedIn message — only if connection accepted, value-only
• Day 12: Phone #3 — final dial attempt
• Day 13: Email #3 — breakup email with a clean exit
• Day 14: LinkedIn — soft follow if breakup got no reply

Channel mix on purpose: 30% phone, 30% email, 25% LinkedIn, 15% video. This mirrors the 2027 reality where buyers respond to the second voice on a different channel more than to the third email in the same thread.

The thread rule: Every touch references the prior touch. "I left you a voicemail Tuesday — figured I'd try a different lane." A prospect who reads the email, hears the voicemail, sees the LinkedIn note should recognize the same human running one play.

Trigger tiers (decides who goes in the cadence):

• Tier A trigger — new exec hire, funding round, acquisition, layoff, public earnings miss. Always cadenced inside 48 hours.
• Tier B trigger — job post, tech stack signal (e.g., they installed a competitor), podcast appearance.
• Tier C trigger — ICP fit only, no event. These get email + LinkedIn only, no phone, until they engage.

Draw this on the whiteboard:

3. Verbatim Scripts (15 min)

Hand out a printed one-pager with every script below. Reps highlight the version they will use this week.

Day 1 Email #1 — Trigger Hook (under 75 words):

Subject: Congrats on the Series C — quick question

Hi {{first_name}},

Saw the $48M round announcement Tuesday — congrats. Most VPs of Sales at post-Series C SaaS companies tell me the next 90 days are spent rebuilding the SDR cadence to absorb 2x headcount.

We helped Drata cut SDR ramp from 90 to 38 days during their Series C. Worth a 15-min look at how?

{{rep_first_name}}

Day 2 Phone #1 Voicemail (under 22 seconds):

"Hi {{first_name}}, {{rep_first_name}} from PulseRevOps. I sent you a note Monday about the Series C and your SDR ramp. Figured I'd try the phone instead of clogging your inbox. I'm at 415-555-0142 — call me back or I'll try Thursday afternoon. Thanks."

Day 3 LinkedIn Connection Note (under 280 characters):

"Hi {{first_name}}, sent a note Monday about post-Series C SDR ramp. Adding you here so this thread is easier to find. No pitch in the request."

Day 5 Email #2 — References the Voicemail:

Subject: Re: Congrats on the Series C — quick question

{{first_name}} — left you a voicemail Tuesday at 9:14 AM PT, didn't want to keep stacking emails.

Specifically: are you absorbing the new SDR headcount under the same manager, or splitting pods? That's where Drata almost stalled — happy to share the org chart they used.

{{rep_first_name}}

Day 6 Phone #2 Live Pickup Opener (the first 12 seconds):

"{{first_name}}? Hi, this is {{rep_first_name}} with PulseRevOps — I know you weren't expecting me. Did I catch you at a terrible moment, or do you have 27 seconds for why I'm calling?"

If they say "you have 27 seconds," continue:

"Most VPs of Sales we work with after a Series C are rebuilding cadence because the old one breaks at 2x headcount. We helped Drata cut SDR ramp from 90 to 38 days. Worth a 15-minute look — would Thursday at 2 PT or Friday at 10 PT work better?"

Day 8 Video Email Script (45 seconds, Loom or Vidyard):

**"Hi {{first_name}}, recording this fast on a Wednesday morning — I've been chasing you across email and phone, so I figured I'd put a face on it. {Hold up whiteboard with first_name written on it.} Here's the one slide that matters: post-Series C SDR ramp is the #1 reason boards fire VPs of Sales in year one.

Three companies fixed it with us last quarter. If this is irrelevant, just reply 'not now' and I'll close the file. Otherwise grab 15 min on the link below."**

Day 13 Email #3 — Breakup (under 50 words):

Subject: Closing the loop, {{first_name}}

Tried email, phone, LinkedIn, and a quick video over the last two weeks — no response, which is its own answer.

I'll close the file. If timing changes, reply with one word: "reopen."

{{rep_first_name}}

Rule for every script: Read it OUT LOUD before sending. If it does not sound like a human texting a colleague, rewrite it.

4. Role-Plays (15 min)

Pair reps. Each pair runs all three scenarios — 4 minutes per scenario, 1 minute observer feedback. Rotate roles.

Scenario A — Live Pickup on Phone #2:

• Setup: Prospect picks up on Day 6. Rep has 27 seconds. Buyer is the VP of Sales at a Series C SaaS company.
• Buyer twist: After the opener, buyer says "I already have an SDR tool."
• Observer rubric: Did the rep ask the 27-second permission? Did the rep land the Drata proof point? Did the rep ask for a specific calendar slot (not "sometime next week")?

Scenario B — Day 8 Video Recording:

• Setup: Rep records the 45-second video live, partner watches. Whiteboard or paper with the prospect's first name visible.
• Buyer twist: Partner playing buyer scores the video on three criteria: opening 5 seconds (do they keep watching?), proof density, single ask.
• Observer rubric: Was the prospect's name handwritten on camera in the first 8 seconds? Was there exactly one CTA? Did the rep avoid reading from notes?

Scenario C — Breakup Email Reply Handling:

• Setup: Day 13 breakup email goes out. Prospect replies on Day 15: "Bad timing — circle back in Q4."
• Buyer twist: Q4 is 5 months out. Rep must lock a specific calendar reminder + a value-add nurture, not "great, I'll reach out then."
• Observer rubric: Did the rep propose a specific date (e.g., October 14)? Did the rep send one piece of value before logging off? Did the rep avoid the trap of pitching again?

Manager hot tip during role-plays: Walk the room with a stopwatch. If anyone runs past the time on a script, stop them. Speed is a skill.

5. Common Pitfalls (5 min)

Pitfall 1 — Same message, different channel. Reps copy-paste the email into the LinkedIn message. Buyers notice. Fix: Every channel has its own job. Email carries the proof, phone carries the ask, LinkedIn carries the relationship, video carries the human.

Pitfall 2 — Skipping the phone because "no one answers." Connect rates are 4-9%, which means the voicemail is the product. Fix: Score voicemails in 1:1s. Reps who leave great voicemails get 2-3x reply rate on the Day 5 email that references them.

Pitfall 3 — Generic "circling back" Day 5 email. Buyers report this as the #1 reason they mute a thread. Fix: Day 5 must reference a specific detail from the voicemail (the time, the question asked, the proof point teased).

Pitfall 4 — Breakup email that begs. "I just wanted to follow up one more time" is the kiss of death. Fix: Breakup is short, dignified, and offers a one-word reopen path.

Pitfall 5 — Cadence overload on Tier C. Running full PELV-14 on cold ICP-only prospects burns the list. Fix: Tier C gets email + LinkedIn only until they engage. Phone and video are earned.

6. Action Items + Drill (5 min)

By Friday this week, every rep must:

1. Build the PELV-14 sequence in Outreach/Salesloft using the verbatim scripts above. Manager approves before it goes live.
2. Load 25 Tier-A or Tier-B contacts into the new sequence. No Tier C this week.
3. Record one Day 8 video and send it to the manager for grading before sending to a prospect.
4. Log every live phone pickup in the team Slack channel with one sentence on what happened.

Accountability metric (the one number we track): PELV-14 sequence reply rate by end of Week 2, target ≥ 8.5% (vs. 5.8% benchmark for single-channel email).

The drill plan — every morning, 7 minutes before stand-up:

Manager 1:1 ask this week: Every rep brings their PELV-14 sequence stats to their Friday 1:1. We grade on reply rate, meetings booked, and one specific script line that's working.

FAQ

Q1: My team uses HubSpot, not Outreach or Salesloft. Will the cadence still work? Yes. HubSpot Sequences supports email + task steps for phone and LinkedIn. The video step is a manual task with a Loom link. You lose some reporting granularity but the play is identical.

Q2: How do I get buy-in from reps who hate the phone? Don't argue. Show them the data: the Day 5 email that references a voicemail gets 2-3x the reply of a Day 5 email that doesn't. The phone exists to make the email work. Reframe phone as "voicemail production" for the first two weeks.

Q3: What if my reps don't have time to record videos? The 45-second video is the highest-leverage 45 seconds in the cadence. If a rep can't find time, they should drop the Day 8 video and add a second LinkedIn touch on Day 9. But measure both versions — the video cohort almost always wins.

Q4: Should we cadence VPs and ICs differently? Yes. VPs (your buyer) get the full PELV-14. ICs you're using as coaches get email + LinkedIn only, never phone. Phone an IC and you'll burn the VP relationship.

Q5: How long before I'll know if this is working? Two weeks for the leading indicator (sequence reply rate), four weeks for meetings booked, six weeks for pipeline created. If reply rate isn't moving by Day 14, the scripts are the problem, not the framework — re-run section 3 of this training.

Sources

• Bridge Group — 2024 Sales Development Metrics & Compensation Report (touch benchmark increase from 17 to 21 attempts per contact)
• Outreach.io blog — "How to build a sales cadence that generates consistent pipeline" (channel mix and sequence spacing)
• Salesloft Cadence Framework Library — multi-touch prospecting templates
• Apollo.io Academy — 8-12 step sequence templates with A/B subject line testing
• Pavilion University — CRO School operating cadence module + BDR/SDR Playbook template
• John Barrows — Filling the Funnel training program (live-pickup opener structure)
• Josh Braun — Bad Timing podcast and The Inside Selling Method (breakup email structure)
• Sam Nelson (formerly Outreach) — "Agoge sequence" Tier A/B/C trigger taxonomy
• Trish Bertuzzi — The Sales Development Playbook (touch cadence math)
• Becc Holland — Flip the Script training (pattern-interrupt opener templates)