After five years of working with leadership teams implementing EOS®, I’ve noticed a recurring challenge: Many teams underestimate the importance of the Marketing Strategy section of their Vision/Traction Organizer™ (V/TO™). Some even dismiss it altogether.
It’s understandable—when you’re focused on solving operational issues, growing revenue, and hiring the right people, defining your marketing strategy might seem like a lower priority. But here’s the reality: without a clear, shared understanding of who you serve, what makes you unique, and how you deliver value, you risk wasting time, energy, and resources chasing the wrong opportunities.
A Real-World Example
I recently facilitated a quarterly session with a leadership team about 18 months into their EOS journey. Despite all the progress they’d made, we still hadn’t clarified their Marketing Strategy. This time, I pushed harder, suggesting we spend an hour on it just to see where it led.
This company operates in the hospitality industry, managing several hotels. Their Core Target is to grow the number of properties they manage, but they hadn’t clearly defined what types of properties were the right fit.
We started with their Target Market, which in EOS means getting clear on three things:
- Geographic – Where are these properties located?
- Demographic – What characteristics define them (size, ownership type, condition, etc.)?
- Psychographic – What do they value in a management partner?
As we worked through these, light bulbs started going off. Suddenly, everyone on the team had a shared understanding of what properties were worth pursuing—and, just as importantly, which ones weren’t.
Next, we tackled their Three Uniques—the three key differentiators that make them stand out from competitors. As they listed what truly set them apart, clarity emerged, and excitement grew as they recognized their unique value proposition.
Finally, we discussed the Proven Process—a simple, one-page visual that illustrates how they care for their clients. The team quickly saw the value in this, and one leader took a Rock (90-day priority) to create it. But the biggest breakthrough? They all agreed that this exercise needed to happen at the individual property level as well!
Why This Matters
When an entire leadership team understands and aligns around the Marketing Strategy, everything becomes easier—sales, decision-making, and growth. Teams stop chasing the wrong opportunities and start attracting the right ones. And when the whole company understands it, your brand message becomes consistent and compelling.
So, if you haven’t spent time clarifying your Marketing Strategy, now’s the time. It could be the missing piece to unlocking your company’s full potential.