Month-end close checklist
Blog, 1,450 words. Targets “month end close checklist”.
Take the product tour
Click around a sample Vonn workspace for a fictional company, Ledgerline. Approve work, pause a campaign or ask a question. Nothing here touches real accounts.
Monday brief
Week 42, sent Monday 08:00
Leads109+14%
Cost per lead$34−9%
Ad spend$2,170of $2,200
Waiting for you1approval
VonnMonday brief, week 42
ExampleLeads were up 14% last week, mostly from search. I made one change, and two need your attention.
-
Moved $600 a month from Meta to Google Search
DoneMeta's cost per lead rose three weeks in a row while search held steady.
Cost per lead on Meta went $38, $44, then $51. Search stayed between $29 and $31, with six high-intent keywords we weren't bidding on. The change is within your $500 auto-approve limit per channel per week and can be reversed. I'll review it on Friday. -
Launch the five-email onboarding sequence
Needs your approvalThe drafts are ready. 34% of new trial users never come back after their first day.
Users who open a second session in week one convert at four times the rate of those who don't. The sequence nudges people back on day 1, 2, 4, 7 and 10 with one specific task each. It goes to about 1,400 people, which is over your 1,000-person limit, so it needs your approval. -
Publish two comparison pages
ProposedPeople search for you alongside two competitors, and you have no page that answers that search.
Q4 plan
Goal: 450 leads at under $35 each by 31 December
Progress to goal312 of 450 leads
Week 8 of 13. Ahead of the straight-line pace by 34 leads.
| Weeks | Focus | Owner | Status |
|---|---|---|---|
| 1–2 | Fix tracking, launch search campaigns | Vonn | Done |
| 3–4 | Two comparison pages, onboarding emails | Vonn | Done |
| 5–8 | LinkedIn tests for three audiences | Vonn | In progress |
| 6 | Customer interviews for case studies | You | Overdue |
| 9–12 | Scale winners, cut the rest | Vonn | Next |
Campaigns
Monthly budget $2,200. Auto-pause above $55 per lead.
| Campaign | Channel | Spend | Cost per lead | Status | |
|---|---|---|---|---|---|
| Close software, high intent | Google Search | $1,140 | $29 | Live | |
| Finance leads, 20–200 staff | $610 | $64 | Live | ||
| Retargeting, site visitors | Meta | $280 | $58 | Paused by Vonn | |
| Comparison page test | Google Search | $140 | $31 | Live |
Changes you make here are logged and shown in next Monday's brief.
Content
This week and next
Ledgerline vs. spreadsheets
Landing page. Draft ready since Friday.
Three LinkedIn posts
From the checklist. Tue, Wed, Thu at 09:30.
How to close the month in one day
Blog. First draft due Thursday.
Reports
Leads from search, last six weeks
Approval rules
Vonn acts inside these rules and asks about everything else.
Ask me before changing spend by more than $500Smaller shifts happen automatically and show up in the Monday brief.
Ask me before sending email to more than 1,000 peopleVonn shows the final email and the audience before it sends.
Publish blog posts without askingPosts still follow your brand voice and banned-claims list.
Pause ads that pass the cost-per-lead limitVonn pauses first and explains why in the next brief.
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