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.
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