Monthly scorecard
Marketing · July 2026
“We don't chase demand. We build it. Predictably.”
Closed by Samantha · read-only ·
Closed by Samantha — voided by Samantha on 6 Aug 2026
Locked metrics
Average monthly new leads submitted
Leading · monthlyNew lead submissions per city in the month (actual / target).
102
On target
| Value | Target | |
|---|---|---|
| Amsterdam | 35on target | 35 |
| Haarlem | 10on target | 9 |
| Utrecht | 13off target | 22 |
| Den Haag | 11off target | 17 |
| Eindhoven | 16on target | 9 |
Cost per lead across all channels & cities
Lagging · monthlyAverage acquisition cost per submitted lead, per city.
€ 126
At risk
| Value | Target | |
|---|---|---|
| Amsterdam | 119,84on target | 150 |
| Haarlem | 251,16off target | 200 |
| Utrecht | 223,69off target | 150 |
| Den Haag | 237,51off target | 200 |
| 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
Planning and draft SOPs ready, next steps to move to design events playbook and skill
Voided record
On track
Good progress, structure ready and SOPs to be reviewed
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.
Unblocker
One small, specific thing that removes friction this week — none set yet.How 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. 🌊