Salesforce Cadence Builder Part 2

The Cadence Builder is a visual tool within Sales Engagement that allows you to create structured outreach sequences, or cadences, to guide how sales reps engage with leads over time. At the core of the builder is the main track, which is the primary sequence of actions that a target will follow. The main track represents the standard outreach journey and includes steps such as calls, emails, or social touches, arranged in a logical and timed order.

How to build the main track

The backbone of every cadence is the Main Track—a series of proactive steps that every target will follow unless they transition to another track based on engagement. In the Salesforce Cadence Builder, you initiate this track by:

1. Selecting the Main Track:
   On the left panel, choose the Main option under Cadence Tracks. This step sets the stage for the default journey for every lead.
2. Adding Action Steps:
   You can then drag and drop an action from the Actions list onto the central canvas. For example, you might start with a Make a Call action labeled “Day 1 Introductory Phone Call.”
   The right-side panel immediately displays configuration settings for the step—these include the step name, due date, call script (if applicable), and automation preferences.
3. Building Out the Sequence:
   Your main track should consist of at least one action, but typically, sales cadences benefit from multiple steps to accommodate varying levels of prospect engagement. A common main track example might include:
   • Step 1: Make a Call (Day 1 Introductory Phone Call)
   • Step 2: Automated Email (Day 1 Follow-up Email)
   • Step 3: Make a Call (Day 2 Follow-up Call)
   • Step 4: LinkedIn InMail (LinkedIn Follow-up)

Each action step on the canvas provides opportunities to specify timing—whether the action triggers immediately after the previous step or after a defined wait period. This flexibility enables you to design a cadence that matches your customers’ buying cycles. To add an action click ‘Main’ below ‘Cadence Tracks’ on the left side panel.

You can now add components to the main track by dragging and dropping Actions from the left side panel to the center canvas.

A cadence becomes complete as soon as it contains at least one step in the main track. Once this requirement is met, you can save the cadence. It will be stored as a draft, allowing you to return and make updates as needed. When you’ve finalized the cadence, simply activate it to make it available for users to add their targets.

From the Actions list, you can continue to build out the main track by adding more steps. Sales cadences typically include multiple steps because not every target will respond to the first touchpoint. Here’s an example of a simple, effective cadence:

1. Make a Call – Day 1: Introductory Phone Call
2. Automated Email – Day 1: Follow-up Email
3. Make a Call – Day 2: Follow-up Call
4. LinkedIn InMail – LinkedIn Follow-up

Each target will progress through the action steps in order. For every step, you can define the timing—whether it begins immediately after the previous one or after a specific delay in hours or days.

When you select an action step in the canvas, a configuration panel appears on the right. This panel lets you customize the behavior of that specific step, including timing, messaging, and other settings to tailor the cadence to your outreach goals.

We will discuss the next steps in an upcoming article.

To learn more, click Cadence Builder 2.0 Cadences

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