How Cadence Works

What is Cadence?

Cadence is built for companies that manage a large portfolio of software and cloud subscriptions on behalf of their customers. Renewals slip, competitive threats go unnoticed, and cross-sell opportunities are missed — not because the team lacks knowledge, but because that knowledge is scattered across CRM records, email threads, and individual memory.

Cadence is the operating system for post-sale subscription lifecycle management. It sits downstream of your CRM and upstream of the customer, turning account data into a prioritized execution queue for every CSM, rep, and manager who touches the portfolio.

Without Cadence

Renewal reminder arrives 30 days out — too late to navigate blockers
Competitive displacement discovered during the QBR
CSM and rep coordinate over email; context is lost
Manager needs three reports to answer "what's at risk?"

With Cadence

Playbook launches 90–120 days out with vendor-specific actions
Competitive risk surfaced from tech profile signals before QBR
Shared Team Notes thread on every account keeps everyone aligned
Portfolio health visible at a glance: ARR, health scores, renewal calendar

The CRM records what happened. Cadence drives what should happen next.

Three Pillars

Portfolio Visibility

Every active subscription in one view: ARR, health score, renewal date, lifecycle stage, and competitive exposure. Managers see the full territory; CSMs and reps see their slice.

Playbook Execution

Vendor-specific, lifecycle-stage-aware action sequences. Not suggestions — assigned tasks with due dates and outcomes. A renewal entering its 90-day window triggers a playbook automatically.

Revenue Intelligence

AI-assisted identification of risk, opportunity, and context — competitive gaps, cross-sell signals, vendor funding programs — surfaced as specific recommendations the team can act on.

Typical Workflow

ADMIN Setup & Strategy

›Creates accounts with subscription and technology details
›Sets the account motion (High Touch, Mid Touch, Tech Touch) — only Admin can change motion
›Assigns one or more reps and picks the default rep who receives engine-generated actions
›Configures playbooks aligned to motion types
›Monitors the Business Overview dashboard for renewal pipeline and health trends

CSM Monitor & Coach

›Reviews the Motion Dashboard — accounts sorted by severity score
›Monitors motion compliance — ensures the right playbook actions are being followed
›Adds Team Notes to guide reps on how to approach conversations
›Escalates at-risk accounts that need management attention

REP Execute & Engage

›Works actions specifically assigned to them with AI-generated prep for each one
›Uses the Email Outreach and Meeting Agenda tabs for AI-drafted customer materials
›Replies in Team Notes to keep the CSM aligned on account status
›Marks actions complete — activity logged to account and written back to your CRM

Sample Workflow: A Rep Works a Renewal

How Cadence moves a rep from "renewal is coming" to "deal is done" — with context and coaching surfaced at every step.

1

REP Logs in — actions are already waiting

The rep opens Cadence and sees a prioritized list of accounts and actions. A renewal entering the 90-day window has automatically generated a playbook: Stakeholder Mapping Call, Renewal Kickoff, Proposal Review. Each action has a due date, a priority score, and an AI-generated prep summary. The rep doesn't have to figure out what to do — the queue tells them.

2

REP Opens the action — AI has already done the prep

The rep clicks into the Stakeholder Mapping Call action. The AI Insights tab has already generated:

Personalized talking points based on this account's subscription history and adoption data
Risk flags — low adoption on one product, a competitor tech entry in the profile
A suggested meeting agenda with time estimates, ready to download as a PDF

3

CSM Has already left context in Team Notes

Before the call, the rep checks the Team Notes tab and sees a note from the CSM flagging a competitive risk:

"Their IT director has been evaluating a competing solution. Make sure you address value and pricing flexibility — I think a multi-year structure could lock this in."

The rep now has the AI's data-driven context plus the CSM's relationship context — all before picking up the phone.

4

REP Makes the call — then logs everything

After the stakeholder call, the rep returns to Cadence and:

Updates the technology profile — the customer confirmed they're evaluating a competitor
Adds an intelligence note with what the IT director said about pricing and timeline
Marks the Stakeholder Mapping action complete with an outcome note
The activity is automatically logged on the account timeline

The CSM and admin can see all of this the moment it's saved — no status meeting needed.

5

REP Queue recalculates — next action is clear

Completing the action re-scores the remaining queue. The Renewal Kickoff action has moved to the top — due in 12 days with a high priority score. The rep opens it, reviews the AI-drafted email template, edits it to reflect the multi-year framing the customer responded to, and sends it.

✓

REP Renewal closed — everything is on the record

The rep marks the final renewal action complete: "Multi-year deal signed. 3-year commit." Cadence logs the outcome, closes the playbook, writes back an activity record to your CRM, and removes the account from the at-risk renewal pipeline. No separate reporting required.

The Cadence Loop

Cadence turns customer data into a continuous engagement cycle. Each role plays a distinct part:

1. Configure

Admin sets up accounts, subscriptions, motions & playbooks

2. Generate

Engine matches playbook actions to subscriptions on a timeline

3. Coach

CSM monitors compliance, escalates risk, guides reps via Team Notes

4. Execute

Rep works actions, captures intelligence, closes the loop

Key Concepts

Motions

The engagement model for an account, set by the Admin. High Touch means direct, hands-on engagement. Mid Touch is a balanced approach. Tech Touch uses digital-first interactions. Playbooks are aligned to motion types, so the motion determines which actions are generated.

Team Notes

A shared, threaded conversation on every account — visible to the CSM, rep, and admin. Notes are badged by role, support Markdown, and support 1-level threading. The primary channel for CSM-to-rep coaching without email or Slack.

Health Score

A composite score (0–100) derived from Relationship, Opportunity, and Risk pulse scores. Categorized as Strong, Moderate, or Weak. Click any pulse score on an account to get an AI explanation of why it's at that level.

Knowledge Layer

A structured vendor intelligence base maintained by Admins — ELA incentive windows, partner funding programs, EOL notices, price changes. Entries fan out automatically to matching accounts as soft recommendations. Admins can promote any to a concrete rep action (a Play).

Escalation

Flags an account for elevated attention. When a CSM escalates, the account is surfaced to admins with a red badge everywhere it appears — typically due to churn risk or a blocked renewal.

CRM Write-back

Actions completed in Cadence write back to your CRM as activity records. Reps won't log things twice. Cadence feeds your CRM — it doesn't compete with it. The CRM records what happened; Cadence drives what should happen next.

AI Across Every Role

AI runs through every part of the platform. It's not a separate tool — it's woven into the workflow.

AI Chat (everywhere)

A chat panel is available on every portal. It's context-aware — what you're looking at shapes what it knows:

On the dashboard — portfolio-wide stats, top recommendations, account counts
On an account — full account context: subscriptions, tech profile, notes, active actions
Anywhere — semantic search across all account notes via the embeddings index

Role-scoped: a rep asking "which accounts have a renewal in 60 days?" gets only their assigned accounts; an admin gets the whole org.

AI on Actions

Every recommendation gets enhanced with AI the first time it's opened:

Personalized talking points — tied to this specific account's data, not generic
Meeting agendas — for meeting/QBR actions, with realistic time estimates
Risk flags — up to 3 specific concerns to watch for
Email drafts — customer-value language, ready to send or download

AI Account Summary

Every account has an AI Account Summary — a markdown-formatted briefing under 400 words, role-aware: an admin sees portfolio framing, a CSM sees adoption/retention framing, a rep sees pre-conversation framing. The fastest way to get up to speed before a customer call.