In this episode of Inside the 90, Jami and Andrew explore what it takes to build a high-functioning marketing system inside EOS-run companies. Jami shares the journey that led him to founding Wonder, highlighting lessons learned across decades in agency and corporate roles.
They break down the difference between marketing and brand, how to build alignment between sales and marketing, and why cadence and clarity are essential for long-term success.
The episode introduces Wonder’s “Next 90” process — a strategic 90-day onboarding system that aligns marketing with EOS goals and creates lasting marketing momentum. From mapping the first 90 days to creating messaging that can last a decade, this is a masterclass in integrating marketing strategy into the EOS framework.
Key Topics:
- Jami’s 25-year journey from agency to founding Wonder.
- EOS’s three major business functions: sales/marketing, operations, and finance.
- Aligning marketing and sales priorities within an EOS-run organization.
- Wonder’s “Next 90” onboarding process.
- How to move from reactive marketing to strategic clarity.
- Brand vs. marketing: understanding their distinct roles.
- How to build a brand that reflects vision, values, and long-term goals.
- Creating messaging that lasts 10 years, not 10 weeks.
- Why clarity and cadence matter more than flashy campaigns.
- Wonder’s 18-month maturity guarantee for marketing teams.
Chapters:
0:12 – Jami’s agency background and early career in CRM-driven marketing.
1:33 – From letters to lead gen: the tech bend in Jami’s marketing approach.
2:26 – Why brand awareness must precede effective lead gen.
2:59 – Aligning sales and marketing for measurable growth.
3:34 – Entering EOS: discovering alignment potential.
4:20 – Stereotypes about marketing agencies in tech.
5:03 – Why sales needs “currency” and structure to work with marketing.
6:24 – Authority of the recent: reacting vs. planning.
7:42 – How EOS tools create marketing-sales alignment.
8:39 – Starting Wonder: focusing on EOS-run organizations.
9:26 – What Wonder delivers: the marketing operating system.
10:07 – Shared language: diagnosing marketing issues in EOS terms.
11:22 – Jami’s experience as a VP of Marketing in complex B2B orgs.
12:04 – The 6-9 month reality of ramping into marketing roles.
13:09 – Wrapping the “thing” in thinking: Wonder’s process explained.
14:21 – Introducing the MAP Brief and 3-year picture planning.
15:33 – Quarterly realignment and how Wonder adapts with the client.
16:26 – Connecting department priorities with organizational rocks.
17:39 – Using “currency” to prioritize agency resources.
18:35 – Guaranteeing momentum in 90 days and maturity in 18 months.
20:42 – Turning the VTO into messaging and brand language.
21:46 – Why Wonder exists: activating brands from the inside out.
22:10 – Capturing essence before perfect wording.
23:10 – Translating vision into language customers can feel.
24:16 – Making brand messaging last the decade.
25:23 – Clarifying brand vs. marketing roles.
26:41 – Core values as the foundation of internal and external messaging.
27:19 – Case study: 1M subscriptions target and “push possible”.
29:02 – Bringing the VTO to life through visual storytelling.
30:02 – Realizing the core value “We Got Your Back”.
30:50 – Clarity and cadence: keys to client-agency trust.
31:52 – Casting vision and aligning teams brick by brick.
32:31 – State of the company meetings as rhythm for rollout.
33:25 – Embracing drafts and progress, not perfection.
34:29 – Why leaders must repeat themselves.
35:22 – Mimicking great leaders: say the same things with clarity.
36:12 – Lou Holtz and “What’s important now?” as a guiding EOS principle.
37:19 – Why your team needs to hear it again.