Monthly scorecard
Marketing · April 2026
“We don't chase demand. We build it. Predictably.”
Closed from the PowerPoint migration · read-only ·
Locked metrics
Average monthly new leads submitted
Leading · monthlyNew lead submissions per city in the month (actual / target).
101/95
On target
| Value | Target | |
|---|---|---|
| Amsterdam | 39off target | 43 |
| Haarlem | 9on target | 4 |
| Utrecht | 20on target | 4 |
| Den Haag | 23on target | 22 |
| Eindhoven | 10off target | 22 |
Cost per lead across all channels & cities
Lagging · monthlyAverage acquisition cost per submitted lead, per city.
€ 69,57 avg
On target
| Value | ||
|---|---|---|
| Amsterdam | €48,19on target | |
| Haarlem | €48,19on target | |
| Utrecht | €52,92on target | |
| Den Haag | €73,57on target | |
| Eindhoven | €202,12 |
Monthly objectives (max 3)
Prove
Shift of strategy: OOH/PR/Organic SEO/Email
Done means: OOH: design & planning / PR: offertes opvragen + artikel opstellen / Organic SEO: 2 artikelen / Email: nurture flow Eindhoven
Missed
Why: Migrated from PowerPoint — retro not recorded
Decision: drop — Not carried into the next month's deck (migrated)
Prove
Configurator submissions (SQLs) in Den Haag
Done means: 5 successful submissions in April via: tracking live / heatmap installed / retargeting active / Sales shares configurator / A/B test live
Missed
Unblocker
Email naar gehele database met wachtlijststatusAchievedHow the framework works — Prove, Scale, Create in plain language
Prove
The car goes from A to B 🚗 — this goal directly moves your KPIs this month.
Scale
Upgrade the road to a highway 🛣️ — makes hitting your KPIs easier in the future.
Create · optional
A great restaurant along the route 🍝 — extra value for members. Optional.
Leading indicator
The number you directly influence — your own steering wheel. If it moves, it's because of what your team did.
Lagging indicator
The result that follows later, often depending on other departments. You can't push it directly — your leading work pushes it for you.
The tsunami rule: when your leading and lagging KPIs are both behind, do more Prove and stop Scale. You don't renovate the kitchen when a tsunami is coming. 🌊