Having Good Marketing Numbers

The Essential Marketing Numbers to Track on Your EOS Scorecard

EOS thrives on clarity, accountability, and data-driven decision-making. A well-crafted scorecard is a cornerstone of this system, providing a weekly snapshot of your business’s health and ensuring your team stays aligned with your vision. For marketing, selecting the right numbers to track on your EOS scorecard is critical to driving growth, optimizing campaigns, and ensuring your efforts align with your business goals. This article outlines the key marketing metrics to include on your EOS scorecard, why they matter, and how to set them up for success.

Why Marketing Numbers Matter in EOS

In EOS, the scorecard is a tool to track measurable, activity-based metrics that predict future outcomes. For marketing, this means focusing on leading indicators—numbers that reflect the health of your marketing efforts and signal whether you’re on track to hit your revenue and growth targets. These metrics should be:

• Actionable: You can influence them through specific activities.

• Predictive: They indicate future results, like sales or customer acquisition.

• Simple: Easy to measure and understand at a glance.

• Team-Owned: Your marketing team (or you, if it’s a solo effort) is directly responsible for them.

Tracking the right marketing numbers ensures your team stays focused on high-impact activities, catches issues early, and aligns marketing with your broader EOS vision.

Key Marketing Metrics for Your EOS Scorecard

Here’s a breakdown of the essential marketing numbers to include on your EOS scorecard, tailored to common business models and marketing strategies. These metrics are grouped by focus area to help you select what’s most relevant for your business.

1. Lead Generation Metrics

Leads are the lifeblood of most businesses, and tracking lead generation ensures your marketing efforts are filling the pipeline. Key metrics include:

• New Leads Generated: The total number of new leads (e.g., form submissions, inquiries, or sign-ups) from all marketing channels (website, ads, referrals, etc.) per week.

  
  

  Why it matters: This is a direct measure of your marketing’s ability to attract potential customers. It’s a leading indicator of future sales.

  
  

  Example goal: Generate 50 new leads per week.

  
  

  Tip: Break this down by channel (e.g., 20 from website, 15 from ads, 15 from referrals) if you want granular insight.

• Website Traffic: Total unique visitors to your website or landing pages.

  
  

  Why it matters: Traffic is a top-of-funnel metric that shows how well your marketing is driving awareness. Low traffic signals a need to boost SEO, ads, or content.

  
  

  Example goal: 1,000 unique visitors per week.

  
  

  Tip: Use tools like Google Analytics to track this accurately.

• Lead Conversion Rate: The percentage of visitors or prospects who take a desired action (e.g., fill out a form, request a quote).

  
  

  Why it matters: This measures the quality of your traffic and the effectiveness of your calls-to-action.

  
  

  Example goal: 5% conversion rate on landing pages.

  
  

  Tip: If conversion rates are low, review your messaging or user experience.

2. Sales Pipeline Metrics

Marketing often overlaps with sales, especially in businesses using inbound strategies. These metrics bridge the gap between marketing and revenue:

• Marketing-Qualified Leads (MQLs): Leads that meet specific criteria (e.g., budget, authority, need, timeline) and are ready to be handed to sales.

  
  

  Why it matters: MQLs show how well marketing is qualifying leads, ensuring sales focuses on high-potential prospects.

  
  

  Example goal: 10 MQLs per week.

  
  

  Tip: Define clear MQL criteria with your sales team to avoid misalignment.

• Cost Per Lead (CPL): The total marketing spend divided by the number of leads generated.

  
  

  Why it matters: This tracks the efficiency of your marketing budget. A rising CPL may indicate ineffective campaigns or rising ad costs.

  
  

  Example goal: Keep CPL below $50.

  
  

  Tip: Monitor CPL by channel to optimize spend (e.g., Google Ads vs. social media).

3. Engagement Metrics

Engagement metrics reflect how well your audience is interacting with your brand, which is crucial for building trust and loyalty.

• Email Open Rate: The percentage of recipients who open your marketing emails.

  
  

  Why it matters: A low open rate suggests weak subject lines or an unengaged list, impacting your ability to nurture leads.

  
  

  Example goal: 20% open rate.

  
  

  Tip: Segment your email list and test subject lines to improve performance.

• Social Media Engagement: Likes, comments, shares, or clicks on your social media posts.

  
  

  Why it matters: Engagement shows how well your content resonates with your audience and drives brand awareness.

  
  

  Example goal: 100 engagements per week across platforms.

  
  

  Tip: Focus on one or two platforms where your audience is most active.

How to Set Up Your Marketing Scorecard

1. Select 5-7 Metrics: Choose a mix of leading (e.g., leads, traffic) and lagging (e.g., revenue, CAC) indicators that align with your business goals. Too many metrics can overwhelm your team.

2. Set Realistic Goals: Use historical data or industry benchmarks to set achievable targets. For example, if you averaged 30 leads per week last quarter, aim for 35-40 as a stretch goal.

3. Assign Ownership: Ensure each metric has a clear owner (e.g., marketing manager, content lead) who’s accountable for reporting and improving it.

4. Track Weekly: Update your scorecard weekly to spot trends and address issues quickly. Use tools like Google Sheets or EOS software for consistency.

5. Review in L10 Meetings: Discuss scorecard metrics in your weekly Level 10 (L10) meetings. If a number is off-track (e.g., leads drop below target), create an issue to solve it.

Example EOS Marketing Scorecard

Here’s a sample scorecard for a B2B service business:

Metric	Goal	Owner	Week 1	Week 2	Week 3
New Leads Generated	50	Marketing Mgr	48	52	45
Website Traffic	1,000	SEO Lead	1,050	980	1,020
Email Open Rate	20%	Content Lead	18%	22%	19%
MQLs	10	Marketing Mgr	8	12	9
Marketing-Sourced Revenue	$10,000	Marketing Mgr	$9,500	$11,000	$8,800

This scorecard is simple, actionable, and aligned with growth goals. Adjust metrics and goals based on your business type (e.g., e-commerce might track cart abandonment rate, while a service business might focus on consultation bookings).

Common Pitfalls to Avoid

• Overcomplicating: Stick to 5-7 metrics to keep the scorecard manageable.

• Ignoring Trends: A single week’s data might be an outlier—look for patterns over 4-6 weeks to diagnose issues.

• Lack of Alignment: Ensure marketing metrics support your Vision/Traction Organizer (V/TO) goals, like revenue or market share targets.

Final Thoughts

Your EOS scorecard is only as effective as the numbers you track. By focusing on marketing metrics that are actionable, predictive, and tied to your business goals, you’ll create clarity for your team and drive measurable results. Start with lead generation, engagement, and revenue-connected metrics, and refine them as you learn what moves the needle. Review your scorecard weekly, hold your team accountable, and use it to spark discussions in your L10 meetings. With the right marketing numbers, your EOS practice will not only keep marketing on track but also fuel your company’s overall success.