The EOS marketing scorecard: what to put on it and how to fill it automatically.
EOS scorecard examples for marketing: the weekly numbers that belong on it, how to set goals, what to bring to the L10 meeting, and how to stop filling it in by hand.
What the scorecard is for
In EOS, the scorecard is the short list of weekly numbers the leadership team reviews at the start of every L10 meeting. Each number has an owner and a goal. If a number is off track, it drops to the issues list. If it is on track, nobody talks about it.
Marketing scorecards tend to go wrong in two ways. They track activity (posts published, emails sent) instead of results, or they track so many numbers that nobody can tell which one matters.
EOS scorecard examples for marketing
For most service businesses, five to seven numbers are enough. Here is a starting set:
E-commerce brands swap leads for revenue and cost per lead for return on ad spend. B2B companies with long sales cycles often add pipeline value from the CRM.
How to set the goals
Each measurable needs a goal, and the goal should be the number that means "on track," not a stretch target. Use the last three months as the baseline and set the goal a little above it.
Weekly numbers bounce around, especially lead counts in a small business. A trailing two-week window smooths that out without hiding a real drop. We use a trailing 14 days on the scorecards we fill in.
Marketing Rocks examples
Rocks are the three to seven priorities for the quarter. Marketing Rocks should be outcomes you can finish in 90 days, not ongoing work. A few examples:
- Conversion tracking live on every form and phone number by end of quarter
- New service page set published and indexed
- Google Ads rebuilt around booked jobs instead of form fills
- Email welcome flow live for new customers
What to bring to the L10 meeting
The scorecard section of an L10 is meant to take five minutes. For marketing, that means each number is filled in before the meeting starts, and anything off track already has a one-line reason. The discussion happens later, in IDS, not during the scorecard review.
Stop filling it in by hand
The most common reason a marketing scorecard dies is that someone has to pull numbers from five tools every week. It slips, the meeting runs without it, and three weeks later nobody trusts it.
On the scorecards we run, a script fills in leads from GA4, spend and cost per lead from the ad platforms, and organic clicks from Search Console every morning, so the column is ready before the meeting. The numbers only the client knows, like booked jobs from their own system, stay as a manual row.
If you are a fractional CMO running EOS for a client and you want someone to own the marketing numbers and the work behind them, this is how we work with fractional CMOs.
