Bringing Traction to Awareness, Demand & Sales Alignment
Why Marketing Gets Missed in EOS
Most EOS® companies nail finance, ops, and HR scorecards — but when it comes to marketing, it’s a guessing game. There’s a “marketing seat” on the Accountability Chart, but what does success actually look like?
When Gino Wickman built EOS, he created a framework for accountability — Visionary, Integrator, Key Seats — but he didn’t define what the marketing scorecard should measure. That’s where most businesses stall.
At Fearey, we’ve spent decades helping companies bridge PR, brand awareness, and revenue growth. Through that work, we’ve developed The EOS Marketing Scorecard™, a practical framework that aligns marketing metrics with company traction.
The Five Pillars of the EOS Marketing Scorecard™
1. Awareness — Visibility & Reach
- Website sessions (organic + paid)
- Social reach / engagement rate
- Media mentions / PR placements
- Email list growth
- Share of voice vs. competitors
2. Engagement — Connection & Interest
- Average time on site / bounce rate
- Email open and click rates
- Engagement per social post
- Content downloads or webinar attendance
3. Lead Generation — Demand Creation
- Inbound leads (by source)
- Cost per lead (CPL)
- Marketing-qualified lead % (MQLs)
- Form submissions / call requests
4. Conversion & Sales Alignment
- Lead-to-opportunity conversion rate
- Opportunity-to-close rate
- Marketing-influenced revenue %
- Average sales cycle length
5. Retention & Advocacy
- Customer retention rate
- NPS / customer satisfaction score
- Referral or review volume
- Case studies / testimonials created
Connecting to the EOS Tools
| EOS Tool | Marketing Scorecard Application |
|---|---|
| Vision/Traction Organizer (V/TO) | Links long-term awareness goals to 10-Year Target |
| Quarterly Rocks | Defines specific marketing initiatives and metrics |
| Accountability Chart | Clarifies the Marketing Seat and ownership of KPIs |
| L10 Meeting | Weekly review of marketing metrics (red / yellow / green) |
| Issues List (IDS) | Turns lagging metrics into solvable issues |
Why It Matters
When the marketing seat has a scorecard:
- Leaders stay accountable for traction metrics
- Marketing and sales align around shared revenue goals
- Vanity metrics disappear in favor of meaningful data
- Awareness and pipeline become predictable
Sample Weekly Marketing Scorecard
| Metric | Target | Actual | Owner | Status |
|---|---|---|---|---|
| Website Session | 2,500 | 2,320 | Cam | 🟡 |
| PR Placements | 2 | 3 | Randy | 🟢 |
| Inbound Leads | 15 | 10 | Lacey | 🔴 |
| CPL | <$200 | $180 | Jesse | 🟢 |
Implementation Checklist
☐ Identify data owner for each metric
☐ Add metrics to weekly L10 agenda
☐ Set quarterly Rocks based on under-performing areas
☐ Review annually against V/TO goals
☐ Document definitions for each KPI to ensure consistency
About Aaron Blank & Fearey
Aaron Blank, CEO of Fearey, leads one of the West Coast’s most established PR and marketing agencies. As a Visionary and EOS advocate, Aaron helps companies bridge awareness and traction by aligning PR, brand, and digital growth metrics under a single scorecard.