Outbound came in waves
Volume spiked and cratered, so there was no steady flow of new retainers.
All case studies
Case study 06 · The Ad Leaf
How The Ad Leaf built predictable retainer revenue at agency scale.
A full-service marketing agency that needed volume and consistency. Revcadence delivered both, with high-volume qualified outbound, lead routing that never drops a reply, and a revenue dashboard the whole team runs on.
- Qualified meetings per month
- 20
- Monthly pipeline
- ~$80k
- New revenue per month
- +$18k
- Engagement
- 5 months
This began as an outbound engagement, then grew into the full revenue system: outbound, replies, follow-up, and pipeline in one place.
engine.revcadence.com/reports
The Revcadence reporting view for The Ad Leaf
The Ad Leaftheadleaf.com- Industry
- Marketing agency
- Model
- B2B, retainer
- Average deal
- ~$4k per month retainer
- Engagement
- 5 months
The business
The Ad Leaf provides full-service marketing to local and regional businesses on monthly retainers. The model scales on consistent new-client acquisition, which used to be the hard part.
The revenue challenge
Outbound was inconsistent, replies were routed by hand and sometimes missed, proposals stalled, and there was no single dashboard tying activity to signed retainers.
The problem
Retainers scale on consistency.
Growth at The Ad Leaf lived or died on a steady stream of new retainers, but outbound came in waves, replies were routed manually and occasionally lost, and no one had a single view of what was actually closing.
- Lead
- Meeting
- No structured follow-up
- Opportunity goes cold, then lost
Before Revcadence, deals leaked after the meeting, not before it.
Goals
What success had to look like.
Predictable retainer growth: high-volume qualified outbound, reliable lead routing, tighter proposal follow-up, and one revenue dashboard for the team.
- Steady qualified outbound volume rather than waves
- Lead routing that never drops a reply
- Tighter follow-up so retainer proposals stop going cold
- One dashboard tying activity to signed retainers
Our approach
What broke consistency.
Replies routed by hand
Hot replies were assigned manually, and some were missed.
Proposals went cold
Retainer conversations stalled with no structured follow-up.
No single dashboard
Nobody had one view tying activity to signed retainers.
The system we deployed
One connected process rather than disconnected tools, where every stage hands off cleanly to the next.
- 1Personalized outbound
- 2Reply management
- 3Meetings
- 4Follow-up engine
- 5CRM pipeline
- Won
The solution
What we built, screen by screen.
Upload a list. It qualifies itself.
Drop in a raw list and Revcadence decides who is worth pursuing. It reads each company's website, and signals beyond it, classifies the real business model, and marks every row ICP or Non-ICP. No hand research, and no guessing.
Inside the website
It crawls the whole site, covering services, case studies, and clients, and works out what the company actually sells rather than which keywords sit on the page.
Beyond the website
It corroborates with outside signals to confirm the business model and fit, then scores each company against The Ad Leaf ICP automatically.
Hours of manual list-scrubbing removed from every campaign.
/enrichment/lists
01 · Personalized outbound
Outreach grounded in real evidence, not templates.
Every prospect is researched across their whole site. Revcadence extracts named clients, results, and proof, then writes each line around a different real detail. No generic flattery, and nothing invented.
Produced qualified opportunities that matched The Ad Leaf ICP.
/enrichment/lists
02 · Reply management
Every hot reply, one pane, one click.
Replies from every inbox land in a single hub, sorted hottest first. Interested replies surface an Action needed badge with one-click Book meeting and Interested buttons, so no opportunity waits days for a decision.
Positive replies stopped slipping through the cracks.
/reply/inbox
03 · Outbound, replies, and CRM in one place
The whole motion, one system.
There is no stitched-together stack. Outbound, reply management, and the pipeline live in one place, a positive reply becomes a deal with real projected value attached, and leadership sees exactly where every opportunity sits.
Around $80k in pipeline, visible and forecastable.
/pipeline
Engagement
5 months, one system.
Month 1
Discovery
Mapped the funnel and found the leak.
Month 2
System design
Built the ICP, the client knowledge base, and the blueprint.
Month 3
Launch
Outbound, replies, and pipeline went live.
Month 4
Optimization
Tuned follow-up and proposals.
Month 5 onwards
Continuous
Close rate compounding.
Results
The numbers after 5 months.
- 20
- Qualified meetings per month
- ~$80k
- Monthly pipeline generated
- +$18k
- New revenue per month
Close rate
15%25%
Around twenty qualified meetings a month at a higher close rate, which is the volume and consistency a retainer model needs to grow predictably.
The monthly briefing
Good morning. This month Revcadence generated 20 qualified meetings and around $80k in new pipeline, and $18k per month closed. You invested $2,000 per month.
- Invested
- $2,000 / mo
- Pipeline generated
- ~$80k
- Revenue closed
- +$18k / mo
- Return
- 9x MRR added
What we learned
For a retainer business, consistency is the whole product. Reliable qualified volume, plus routing that never drops a reply, turned new-client acquisition from a scramble into a system.
It took new-client acquisition off the founders' plate. The pipeline just fills, replies get handled, and we see it all in one place.
Next case study
Future.Works
A B2B technology firm with a healthy top of funnel and a leak that opened the moment a first meeting ended.
Close rate 8% to 14%
Working on something similar?
We will map your funnel, find where revenue leaks, and design the system that closes it, before you commit to anything.