THE SITUATION
HVAC Marketers is a digital marketing agency built exclusively for home service contractors, on a path from a founder-led team to a fully systematized company. That's the kind of company with a documented playbook, a leadership team running the business day to day, and a Visionary free to focus on the big relationships, the pulse of the industry, and where the company goes next rather than how it runs today. Getting there requires more than good people and good work. It requires an operating system: clear seats, a shared scoreboard, a rhythm of meetings that actually resolve issues, and processes that hold up as the team scales.
That's the gap Nancy stepped into as their Catalyst Integrator®, embedded alongside the Visionary Alex and the leadership team to build, install, and run that operating system in real time.
WHAT NANCY BUILT
EOS Foundation
The structural layer everything else runs on top of.
Accountability Chart. Every seat across Sales, Marketing, Fulfillment, Client Success, Finance, and HR mapped to its actual roles and outcomes, not just a title on an org chart, with functional seats (LMA, Google Ads, SEO, GHL and Automation, Social and Design, Website) nested underneath so ownership is unambiguous at every level.
V/TO (Vision/Traction Organizer). Core Values, Core Focus, 10-Year Target, Marketing Strategy, and the 3-Year Picture, captured in one living document the leadership team refers back to instead of re-litigating.
Scorecard. A weekly leadership scorecard translating the V/TO into lead and lag measurables, each with a single named owner, so the team is watching activity that predicts results, not just results after the fact.
Meeting Pulse. The full EOS meeting rhythm installed and run: weekly L10s, Quarterly sessions, Same Page Meetings, and Quarterly Conversations, giving the leadership team a predictable cadence for planning, alignment, and course correction.
LMA (Identify, Discuss, Solve). The issue-solving discipline embedded inside that meeting pulse, so recurring problems get solved at the root instead of resurfacing meeting after meeting.
Leadership and Culture
The layer that makes the structure stick.
Core Values Definition and Rollout. Five values (Last 5%, Do What's Required, Bought In, I Can Figure It Out, Win/Win) defined with real behavioral language, not slogans, and built into a team-facing deck for onboarding and ongoing reinforcement.
Thought Partnership with the Visionary. A standing sounding board for the Visionary on strategy, prioritization, and the harder leadership calls.
EOS Book Club. An ongoing forum for the leadership team to build a shared language and mental models around the book Traction and running the business on EOS (The Entrepreneurial Operating System).
Team Building and Team Health. Activities, training, and tools invested in to build the team's cohesion and health alongside its systems, on the belief that culture and structure reinforce each other.
Personal Growth Tracks. Individual growth plans in place for each leadership team member.
Client Experience and Fulfillment
The systems that protect the retention side of the business.
NPS Process. A structured way to capture how clients are actually feeling, instead of relying on anecdotes or waiting for a churn conversation.
Testimonial Process. A repeatable system for capturing client wins and proof points as they happen, rather than scrambling for them at renewal or sales time.
Client Tracker. A single source of truth for client status, health, and ownership across the Client Success team.
Fulfillment Processes. Quality assurance, internal reporting, and prioritization built out under the Fulfillment seat so client results are consistent and visible, not dependent on any one person's memory.
People Operations
The layer that keeps the team sustainable.
PTO Policy and Process. An unlimited PTO policy built around EOS accountability (Rocks on track, ownership over what's in the team member's control, coverage confirmed) rather than a day-counting bureaucracy, giving the team real flexibility without leaving clients exposed.
THE IMPACT
Taken together, this is the shift from a company that runs on what is in the Visionary’s head to one that runs on a system the whole leadership team owns. Seats have clear accountability instead of overlapping guesswork. Meetings solve issues instead of just reporting on them. Client health and results are visible on a tracker instead of living in someone's inbox. And the Visionary is measurably closer to spending his time on vision, relationships, and big problems, the seat he's actually built for, instead of running the day to day himself.
IN THEIR WORDS
Nancy, we wanted to say thank you so much from the bottom of our hearts. We're just so appreciative of everything that you've done. Literally from day one, you've come in so bought in to help. You bring so much skill. You show up and you meet every single one of us where we're at.
It's been a night and day, a literal night and day, noticeable change in the business bringing you on board. You've been a huge blessing, and you give me a lot of sanity, and I'd say both of us have a lot of hope as to what we can really build.
— Alex, Visionary, HVAC Marketers
You're definitely a trusted advisor for us. You have so much experience, the whole team trusts you really deeply and has so much respect for you, and I just really admire that about you. For me personally, and for a lot of others, you're a confidence booster. You're an encourager and a helpful challenger, so you're pushing us in ways that you know we can grow because you see that in us, and you make sure that you tell us that and make us feel like we can be those things that you see in us.
And then lastly, you're a great friend and a caretaker for our team. We all truly feel cared for by you, and like you know us, and that you've taken the time to truly understand who we are. You don't just glaze over things, so you really make us all feel seen and heard and deeply believed in. I just wanted to say thank you so much for all that you do. We really, really appreciate you so much. You're the best. Thank you, Nancy.
— Caroline, HVAC Marketers
