Monthly scorecard
Marketing · May 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).
69/92
Off target
| Value | Target | |
|---|---|---|
| Amsterdam | 23off target | 35 |
| Haarlem | 5off target | 9 |
| Utrecht | 22on target | 22 |
| Den Haag | 13off target | 17 |
| Eindhoven | 6off target | 9 |
Cost per lead across all channels & cities
Lagging · monthlyAverage acquisition cost per submitted lead, per city.
€ 163,11 avg
Off target
| Value | ||
|---|---|---|
| Amsterdam | €129,95off target | |
| Haarlem | €416,81off target | |
| Utrecht | €81,42on target | |
| Den Haag | €259,24off target | |
| Eindhoven | €170,11 |
Monthly objectives (max 3)
Create
Successful launch Carefinder
Done means: May: set up ad accounts for always-on ads. June: first performance data reviewed and optimised.
Partly
Why: Migrated from PowerPoint — retro not recorded
Decision: drop — Not carried into the next month's deck (migrated)
Prove
PR plan for new cities
Done means: Develop PR plan in collaboration with press agency for new cities and pitch strategy per city.
Missed
Why: Migrated from PowerPoint — retro not recorded
Unblocker
Improve contact list with ZeroBounce — validate and clean up email list to reduce spam complaintsAchievedHow 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. 🌊