Signed baseline
The measured picture of the starting point, signed by leadership before anything moves.
- What it delivers
- Indicators, sources and data owners.
- Builds on
- The North Star metric with a starting point agreed in advance.
What gets measured, who decides and how often it is reviewed. Without a baseline, there is no result to defend.
The problem it solves
Most companies measure a lot and know little. Every supplier sends reports, each with its own metrics, and none of them answers leadership's question: is what we're doing working?
There are three reasons for this. No starting point was set before acting, so there is nothing to compare against. Nobody decided which indicators matter and who owns them. And there is no forum where the data is reviewed and decisions are made with it.
This area solves all three: it defines what is measured and from which source, sets the baseline before any intervention and puts governance in place so the data turns into decisions.
Who it's for
For leadership teams that receive many reports and few answers. For companies with several suppliers executing without a shared framework. For models with several players, such as leadership, executors, partners or institutions, where it isn't clear who decides what.
And for agencies that want to defend their work to the client with comparable data.
When to bring it in
- At the start of any project: it is the first step of the method.
- When leadership can't say what works and what doesn't.
- When there are several suppliers and each one measures its own way.
- When a plan already underway needs periodic review and adjustment.
Products in this area
| Product | What it delivers |
|---|---|
| KPI framework and dashboard | What is measured, how, from which source and who holds it today; attribution; a baseline set before any intervention. |
| Model governance | Who decides what among leadership, executors, partners and institutions: committees, cadence and escalation. |
| Periodic review | Report per wave or quarter: result against baseline, deviations and plan adjustments. |
Results against baseline
Signed baseline
Result
Committee
Committee
Committee
Periods →
Tools in this area
How it fits the method
The KPI framework and the baseline are built in Diagnostic and Strategy, before any action is proposed. It is the principle we don't negotiate: measurement before action.
In Playbook, the dashboard is set up and governance is defined: committees, cadence and escalation. Strategic direction brings the periodic review: the report per wave or quarter with the result against the baseline, the deviations and the plan adjustments.
Phase 1: Diagnostic and Strategy
Understand the market and the problem before proposing anything. The baseline is set.
Deliverable: Strategy document and presentation to leadership.
Phase 2: Playbook
The strategy becomes actions with an owner, cost, KPI and date.
Deliverable: Playbook and kickoff.
Phase 3: Strategic direction
We direct third-party execution and review results against the baseline.
Deliverable: Periodic report and committee.
Frequently asked questions
A measured snapshot of the starting point: the indicators that matter, with their values before any action. It is what lets you say afterwards, with data, whether something worked.
No. We define what is measured, from which source and who owns it. The technical implementation is done by your team or your provider, working from our brief.
It is deciding what share of the result is due to each action or channel. Without criteria agreed in advance, every supplier takes credit for success and nobody owns failure.
By comparing them with the baseline signed at the start. Every period, the report shows the result against that starting point. If something isn’t working, you’ll see it in the report and we’ll change it in the next period.
Baseline first.
Tell us what you measure today and what you'd like to be able to answer. We'll tell you what's missing to decide with data.
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