Monthly scorecard
Marketing · August 2026
“We don't chase demand. We build it. Predictably.”
Closed by Samantha · read-only ·
Locked metrics
Average monthly new leads submitted
Leading · monthlyNew lead submissions per city in the month (actual / target).
58/68
Off target
| Value | Target | |
|---|---|---|
| Amsterdam | 23off target | 26 |
| Haarlem | 9on target | 8 |
| Utrecht | 12off target | 13 |
| Den Haag | 9off target | 12 |
| Eindhoven | 5off target | 9 |
Cost per lead across all channels & cities
Lagging · monthlyAverage acquisition cost per submitted lead, per city.
€ 112,9
On target
| Value | Target | |
|---|---|---|
| Amsterdam | 132,10on target | 150 |
| Haarlem | 71,91on target | 200 |
| Utrecht | 109,39on target | 150 |
| Den Haag | 92,17on target | 200 |
| Eindhoven | 144,09 |
Monthly objectives (max 3)
Scale
Event strategy that runs itself in every city
One event strategy for new and existing cities: which formats we run, how often, where, and what each one is for. The upload tool is how that strategy lands, so every community man
Done means: By 31 Aug 2026, strategy written, 3-month event calendar filled in all 5 cities, 100% of events published via tool with no missing fields.
Achieved
Prove
Breda: the plan before the doors open
One written way to open a new city, used first for Breda. It sets out what marketing does month by month before and after opening, and what Breda must deliver.
Done means: By 31 Aug 2026, framework covers month -6 to +6 with Breda's monthly leads, max CPL and break-even date. Signed off by leadership.
Unblocker
In-app referral code to HubSpotNot achievedHow 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. 🌊