Monthly scorecard
Marketing · June 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).
75/92
Off target
| Value | Target | |
|---|---|---|
| Amsterdam | 29off target | 35 |
| Haarlem | 6off target | 9 |
| Utrecht | 17off target | 22 |
| Den Haag | 14off target | 17 |
| Eindhoven | 9on target | 9 |
Cost per lead across all channels & cities
Lagging · monthlyAverage acquisition cost per submitted lead, per city.
€ 162,69 avg
On target
| Value | ||
|---|---|---|
| Amsterdam | €129,17on target | |
| Haarlem | €340,55off target | |
| Utrecht | €164,87on target | |
| Den Haag | €170,10on target | |
| Eindhoven |
Monthly objectives (max 3)
Scale
Event strategy for new + existing cities
Done means: By 31 Aug, playbook live in all new cities delivering ≥ TBD leads/event and ≥ TBD leads/month toward break-even.
On track
Scale
Email flow
Done means: Continue and repeat the email-flow goal from the prior month. By 31 Jul, flows delivering ≥1 lead per newsletter.
On track
Unblocker
Newsletter HTML template / way of working — become quicker in executionAchievedHow 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. 🌊