What EOS Companies Miss When They Skip Marketing in Their V/TO

Running your business on EOS means clarity, alignment, and accountability. But as a marketing agency that partners with companies like yours, we’ve noticed a critical gap: Marketing is often left out of the Vision/Traction Organizer (V/TO).

Without marketing in your V/TO, your business misses the chance to connect vision with execution. You’ll struggle to grow, not because your goals lack ambition, but because the tactics that bring them to life aren’t prioritized. Let’s explore why marketing belongs in your V/TO and what happens when it’s ignored.

‍

Why Marketing Gets Overlooked in EOS

The EOS process is designed to simplify and organize, but marketing often falls into a “nice to have” category rather than a “must-have” priority. Why?

‍

1. Short-Term Focus:

Teams prioritize operations, sales, and finances because they deliver tangible, immediate results. Marketing is seen as slower to impact, even though it fuels long-term growth.

‍

2. Misconceptions About Marketing:

Many leaders think marketing means flashy ads or social media posts—not realizing it’s the engine that drives qualified leads and scalable revenue.

‍

3. Execution Gaps:

Even when marketing is included, it’s often vague—like “increase brand awareness.” Without specific Rocks or metrics, these efforts lack traction.

‍

Ignoring marketing doesn’t just hold your company back—it derails your entire EOS strategy by creating misaligned priorities and missed opportunities.

‍

The Consequences of Skipping Marketing

When marketing isn’t embedded in your EOS framework, here’s what happens:

‍

Goals Become Aspirational, Not Actionable:

Your V/TO may include lofty revenue targets, but without marketing, those goals lack the support they need to succeed.

‍

Disconnected Teams:

Operations and sales move forward with tactical plans, while marketing operates in a silo—or worse, not at all.

‍

Wasted Opportunities:

Your competitors are out there creating content, generating leads, and winning new customers. Without marketing, your business risks falling behind.

‍

How to Add Marketing to Your EOS Framework

1. Start with the Vision/Traction Organizer (V/TO)

‍Make marketing a non-negotiable part of your goals. Ask yourself: How will marketing drive your vision forward this year? Create Rocks tied to measurable outcomes, like increasing qualified leads or launching a new campaign.

‍

2. Align Marketing with Your Quarterly Rocks
Ensure marketing initiatives directly contribute to your Rocks. For example, if a Rock is “Expand into New Markets,” marketing should develop campaigns targeting those specific regions.

‍

3. Assign Accountability
Accountability is the backbone of EOS, and marketing is no different. Assign a marketing leader or partner to own these initiatives, ensuring progress is tracked and reviewed at every Level 10 meeting.

‍

4. Measure Results Relentlessly
Marketing without metrics is like sailing without a compass. Use tools like HubSpot to track lead generation, campaign performance, and conversion rates. Incorporate these metrics into your Scorecard to keep everyone aligned.

‍

Your Growth Depends on This Missing Piece

‍

EOS provides the structure your company needs to grow, but marketing brings the momentum. By weaving marketing into your V/TO, you’re not just creating a plan—you’re ensuring your team has the tools and direction to execute it.

Ready to make marketing a key player in your EOS strategy? Contact StringCan Interactive to learn how we help EOS businesses achieve measurable growth through aligned and strategic marketing plans.