The 90-Day CMO Plan

Marketers, Learn to Master the Art of Sales

As a new Chief Marketing Officer (CMO), your first 90 days are critical for setting the stage for marketing success. This period is an opportunity to understand the business, assess resources, develop a strategy, and start executing your vision. Here’s a comprehensive 90-day plan to guide you through this crucial period:

Weeks 1-2: Understand the Business

  1. Identify Ideal Customers: Review customer personas to understand who your target audience is.
  2. Analyze Channel Effectiveness: Determine which marketing channels are most and least effective.
  3. Understand Financial Metrics: Review Customer Acquisition Cost (CAC) and Customer Lifetime Value (LTV) to inform marketing decisions.
  4. Map the Sales Funnel: Understand the sales process and identify opportunities for marketing support.
  5. Define Goals: Clarify the marketing goals that align with the company’s objectives.
  6. Review Corporate Docs: Familiarize yourself with corporate documents and brand guidelines.

Weeks 3-4: Meet Staff and Vendors

  1. Assess Team Skills: Identify the strengths and weaknesses of your marketing team.
  2. Identify Gaps: Determine any skill or resource gaps in the team that need to be addressed.
  3. Seek Feedback: Meet with staff and vendors to understand their perspectives on areas of improvement.
  4. Engage with Stakeholders: Meet key stakeholders to align marketing efforts with business needs.
  5. SWOT Analysis: Sit down with the leadership team to discuss the company’s Strengths, Weaknesses, Opportunities, and Threats (SWOT).

Weeks 5-6: Strategy and Planning

  1. Review Existing Initiatives: Evaluate the performance of current marketing initiatives.
  2. Develop a New Strategy: Based on your assessment, develop a comprehensive marketing strategy.
  3. Budget Review: Review the marketing budget and allocate resources effectively.

Weeks 7-8: Execution and Optimization

  1. Execute the Marketing Plan: Implement the marketing strategy across various channels and campaigns.
  2. Measure and Analyze Results: Continuously measure the performance of marketing campaigns against KPIs.
  3. Optimize Processes: Identify opportunities to streamline marketing processes for efficiency.
  4. Team Development: Invest time in coaching and developing the marketing team.

Weeks 9-10: Monitor and Adjust

  1. Monitor Performance: Keep a close eye on the performance of marketing campaigns.
  2. Seek Feedback: Gather feedback from internal and external stakeholders.
  3. Adjust Strategy: Based on feedback and performance data, adjust the marketing strategy as needed.

Weeks 11-12: Reporting and Planning for the Future

  1. Prepare a Report: Compile a comprehensive report highlighting achievements, challenges, and future plans.
  2. Present to Leadership: Present the report to the leadership team for feedback and alignment.
  3. Plan for the Future: Start planning for the next quarter and beyond, incorporating lessons learned and feedback received.

By following this 90-day plan, you can lay a solid foundation for marketing success, aligning your efforts with the company’s goals and setting the stage for long-term growth.

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