Keep Score
cases per month.
Current baseline: 150–240 cases per month. 2026 target: 180–288 — a 20% increase tracked monthly by practice area and weekly at the Level 10. This is the only number that matters. Every CPL, every CPCase, every vendor scorecard, every initiative metric exists to explain whether we’re on track to hit this number or not.
I don’t manage to impressions, clicks, or open rates. I manage to signed cases. Those other metrics are signals — early warning systems that tell me whether a channel is working before the case volume data confirms it. But the case count is the truth.
The number that proves ROI.
Cost per lead tells me if a channel is efficient. Cost per case tells me if it’s profitable. These are different questions and they require different data sources. CPL comes from Google Ads, CallRail, and HubSpot. CPCase requires connecting that CPL data to signed cases in Salesforce — which is why the full attribution stack has to be working correctly before any of these numbers can be trusted.
The three CPCase targets below are not aspirational. They’re minimums. If LTD is running at $2,140 CPCase against a $1,667 target, that’s not a watch item — that’s a crisis that already has a gate attached to it. Every number below has a specific action triggered when it goes off target. I don’t wait for the quarterly review to notice.
| Channel | SSD Target CPL | VA Target CPL | LTD Target CPL | Current Status | Action |
|---|---|---|---|---|---|
| PPC — Google Ads Hennessy Digital |
$25–40 | $25–35 | $125–200 | ✕ All Over | 60-day gate active |
| Organic / SEO DisabilityDenials.com |
$0 (organic) | $0 (organic) | $0 (organic) | ⚠ Volume ↓33% | AIEO restructure |
| TV — Houston Market Roux Advertising |
Blended | Halo | Halo | Measuring | CallRail halo numbers live |
| Attorney Referrals 4,500 network |
Relationship | Relationship | Relationship | ✓ 13.4% conv. | Maintain + Mastermind |
| Client Referrals 20,000+ database |
Automated | Automated | Automated | ✓ 12.1% conv. | Post-win sequence build |
| Hispanic Market Facebook / Instagram |
TBD baseline | TBD baseline | TBD baseline | Wk 6 Launch | Month 1–3: establish CPL |
by channel.
Each channel has its own performance language. PPC speaks in CPL and Quality Score. Organic speaks in CTR and AI citation share. TV speaks in direct response volume and brand search lift. Attorney referrals speak in referral count and conversion rate. I don’t run every channel through the same KPI framework — I run each channel through the metrics that actually measure whether it’s doing its job.
What they all have in common: every metric connects back to cost per case. A great CTR that doesn’t produce cases isn’t a win. A high CPL that produces cases at target CPCase is acceptable. The attribution chain has to be intact for any of these numbers to mean anything — which is why the HubSpot audit and CallRail verification happen before anything else.
is accountable for.
Vendor accountability starts with clear expectations. A vendor can’t be held to a standard that was never written down. Each of the four vendors has a defined expectation set — specific enough that underperformance is measurable, not debatable. These aren’t the vendor’s goals. They’re mine. The vendor either meets them or we have a conversation.
The accountability mechanism is the same for all four: monthly scorecard presented at the Level 10, quarterly vendor review, and a clear decision gate if performance isn’t improving on the defined timeline. No vendor surprises Marc with news I should have caught first.
gets measured.
Every growth initiative has its own success metrics — specific enough that I know at 30 days, 60 days, and 90 days whether it’s working. Vague success criteria are how initiatives run indefinitely without producing results. Each initiative below has a defined measurement timeline, a specific checkpoint metric, and a decision threshold: if the metric doesn’t hit the checkpoint by the defined date, we make a decision — don’t drift.
by December 2026. Here’s where we stand.
exists to answer one question:
are we winning?