“What gets measured gets managed.” This timeless quote rings especially true for companies operating on the Entrepreneurial Operating System (EOS). But for many leadership teams, marketing metrics remain the murky part of the Scorecard — often the least defined and hardest to track. That’s where clarity, consistency, and the right partner can make all the difference.

What is EOS, and Why Do Businesses Use It?

EOS is a practical framework designed to help businesses clarify their vision, gain traction, and create organizational health. It centers around six key components — Vision, People, Data, Issues, Process, and Traction — and helps leadership teams establish accountability, focus, and measurable progress through tools like the Vision/Traction Organizer (V/TO), Level 10 Meetings, and the EOS Scorecard.

Organizations adopt EOS because it replaces complexity with simplicity. It turns vision into action, and action into outcomes. Yet for all its strengths, marketing remains one of the more ambiguous components to quantify, particularly when it comes to consistent Scorecard metrics that reflect true business impact.

Lead Generation Metrics – Fueling the Funnel

Marketing’s primary responsibility is to generate interest, and that starts at the top of the funnel. These metrics show if your marketing engine is delivering enough volume and quality to drive revenue:

  • New leads per week/month – Baseline visibility into pipeline development
  • Lead source attribution – Identify which campaigns and channels are working
  • Visitor-to-lead conversion rate – Measure the effectiveness of landing pages and offers

Where the data comes from:

  • Marketing automation platforms (HubSpot, Act-On)
  • Website analytics (Google Analytics, Hotjar)
  • CRM platforms (Salesforce, HubSpot CRM)

Sales Activity Metrics – Measuring Pipeline Motion

Sales performance is as much about the activities that lead to results as it is about the results themselves. Activity-based Measurables can serve as leading indicators of future bookings:

  • Discovery calls or demos scheduled
  • Proposals sent or quotes issued
  • Deals won per week/month

Where the data comes from:

  • CRM tools with sales tracking (Salesforce, HubSpot)
  • Internal sales reporting dashboards
  • Call tracking and meeting booking tools

Marketing Engagement Metrics – Tracking Audience Resonance

Engagement metrics offer a pulse on how your market is responding to your message. They help you understand what’s landing — and what isn’t.

  • Website traffic and bounce rates
  • Email open and click-through rates
  • Social media shares, comments, and reach

Where the data comes from:

  • Google Analytics, Google Search Console
  • Email marketing platforms (HubSpot, Act-On)
  • Social media dashboards (LinkedIn, Meta, Hootsuite)

Customer Acquisition Cost (CAC) – Measuring Efficiency

CAC is a powerful metric because it links marketing and sales activity to real business cost. It answers the question: “How much are we spending to acquire a new customer?”

  • Overall CAC – Total cost of marketing and sales divided by new customers acquired
  • Channel-specific CAC – Evaluating efficiency across paid vs. organic
  • LTV:CAC ratio – Comparing long-term value to upfront acquisition cost

Where the data comes from:

  • Financial tools and CRM revenue reporting
  • Paid media platforms (Google Ads, LinkedIn, Meta)
  • Attribution models in marketing automation platforms

Bridging Data Gaps with Integrated Insights

One of the most common challenges EOS companies face is connecting their disparate systems to create unified, real-time dashboards. Many rely on off-the-shelf or no-code/low-code dashboarding tools like Google Looker Studio, Klipfolio, or Databox — but the insights are only as good as the underlying data connections.

That’s where Goose Digital comes in. Our Data and Insights services specialize in integrating the platforms businesses use to power their sales and marketing strategies. From HubSpot to Salesforce, Act-On to Google Analytics, we help organizations define, unify, and operationalize their marketing Scorecard so it works inside and outside of EOS.

Level 10 Ready: Making Metrics Work in the Real World

Once your metrics are defined and your systems connected, the final step is integrating them into your weekly Level 10 Meetings. This gives the leadership team real-time visibility into progress and the ability to proactively solve issues before they escalate — not just report on lagging indicators.

With a strong data foundation and the right Measurables in place, your marketing efforts stop being a black box and start being a driver of accountability and traction.

The Goose Digital Advantage

At Goose Digital, we help EOS-driven organizations take the guesswork out of marketing performance. Our team specializes in aligning strategy with execution, defining the right Measurables, and integrating the platforms that fuel modern marketing. Through our Data and Insights services, we ensure your Scorecard reflects real progress and actionable insights — so you can make better decisions, faster.

Choose your next step. Contact Goose Digital today to discuss your marketing strategy.