Cadences: the underrated revenue lever
Sales teams invest thousands in lead generation, CRM licenses, and sales tools. But the biggest revenue lever costs almost nothing: structured cadences.
The math
Let's take a typical B2B sales team of 5 reps:
| Metric | Value |
|---|---|
| Open cadences per month | 50 |
| Average deal size | €10,000 |
| Cadence-to-meeting rate (unstructured) | 5% |
| Cadence-to-meeting rate (structured) | 15% |
Without structured cadences:
- 50 cadences × 5% = 2.5 meetings per month
- 2.5 × €10,000 × 30% close rate = €7,500 in revenue
With structured cadences:
- 50 cadences × 15% = 7.5 meetings per month
- 7.5 × €10,000 × 30% close rate = €22,500 in revenue
Difference: €15,000 per month = €180,000 per year
The hidden loss
The math above is conservative. In reality, you also get:
- Forgotten touchpoints: deals that fall out of the system entirely
- Delayed touchpoints: close probability drops with every day
- Inconsistent quality: some reps do it well, others don't
Bottom line
The ROI of structured cadences is huge — and measurable immediately. It's one of the few areas in sales where a small process change shows up directly in euros.
About the authors
Matthias Maier and Christopher Ganser are the founders of LavaLoft. Drawing on years of B2B sales experience, including in demanding industries like cybersecurity, they build the Autonomous Sales Execution Ecosystem, the control layer every CRM needs.
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