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Put every lead type on one SalesLoft cadence

Inbound, outbound, self-sourced, and warm get the same CX. Pipeline opened is the score. Activity is how you debug.

Bryan ElsesserGTM Advisor · Montgomery EntertainmentGTM Index

The loop

  1. 01Enroll every lead type in the same cadenceInbound, outbound, self-prospected, and warm all go into one SalesLoft cadence. The point is identical CX, not a different sequence per source.
  2. 02Pair the SalesLoft admin with the Salesforce adminLead ops owns SalesLoft. A Salesforce admin sits next to them. Cadence data and CRM data are two systems on purpose.
  3. 03Join the two reports in a sheetPull custom reporting from both. Land it in a custom Excel or Google Sheet. SalesLoft holds engagement fields Salesforce does not — that is why you join, not why you pick one.
  4. 04Score the cadence on pipeline openedPipeline opened is the keep/kill. Only then inspect calls, emails, social, touches, contacts added, and accounts worked against historical. Activity is diagnostic.
  5. 05Proof the data before and after SDR handsMarketing and demand gen measure the account before it hits the SDR and after. Cadences that are not opening pipeline get killed or rewritten.
demandgenreport.com ↗Same CX. Pipeline is the score.The biggest way we use cadence is really just to make sure that every customer has the same customer experience. No matter if they’re inbound or outbound, self-prospecting or a warm lead. We measure success on our cadences based on the amount of pipeline that we’re opening. A SalesLoft admin and the Salesforce admin pull custom reporting into a custom Excel / Google Sheet — SalesLoft holds engagement fields Salesforce does not. Marketing and demand gen proof the data before and after it hits SDR hands.

Most teams score a cadence on activity because activity is what the sequencer shows. Bryan’s version at Aircall flipped the scoreboard: the cadence exists so every lead type gets the same experience, and it stays up only if it opens pipeline.

The interesting constraint is the join, not the sequencer. SalesLoft sees engagement Salesforce never stored. Until lead ops and the CRM admin put both reports in one sheet, you are arguing about two partial dashboards. Then marketing proofs the same account before and after it hits SDR hands, so a dead cadence cannot hide behind a busy one.

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