What to Expect When a CMO Joins: Our 90-Day Plan for Setting You Up for Success

When a new CMO joins your business, the first 90 days aren’t about rushing into campaigns. It’s about building a foundation that’s strong, strategic, and built to scale. At Green Mo. Marketing Solutions, we treat these first three months as the most critical window to understand your business from the inside out, identify gaps, fix broken systems, and lay the groundwork for sustainable growth.

Our 90-Day CMO Plan is designed to give your business a strong marketing foundation, from audit to execution.

Here’s a closer look at what you can expect when we step in.

Curious how this fits within our broader offering? Learn more about our Remote CMO service and how we support businesses ready to grow.

Month 1 of the 90-Day CMO Plan: Audit, Assess, Align

The first month is about listening, observing, and understanding. We don’t assume, we validate. We don’t jump to tactics, we study the terrain.

1. Understand the Business

We begin by immersing ourselves in your world. That means reviewing your core offering, pricing structure, competitive landscape, and customer journey. We look at your sales process, your team structure, and how marketing currently supports growth. This helps us understand what’s truly driving revenue and where the friction points are.

2. Meet the Team

People drive performance. That’s why we take the time to meet with department heads, marketing specialists, sales leaders, and even customer support staff. These conversations help us uncover not only skill sets and goals, but operational blind spots, internal misalignments, and opportunities for collaboration.

3. Review Existing Reports and Data

We audit your past reports, dashboards, analytics tools, and marketing KPIs. This isn’t just about looking at numbers; it’s about evaluating what’s being tracked, why it’s being tracked, and whether those metrics tell the full story. We eliminate vanity metrics like impressions or likes and shift attention to metrics that reflect real growth, such as pipeline velocity, CAC, LTV, and revenue influenced.

4. Analyze Tracking and Attribution

We perform a full diagnostic on your analytics infrastructure. That includes checking Google Analytics, CRM reporting, pixel tracking, event tagging, UTMs, and attribution models. We document what’s working, what’s missing, and what needs to be rebuilt so we can trust the data when decisions are on the line.

Month 2: Structure the Foundation

Once we know where you are, we build what’s missing. Month two is about installing a modern marketing infrastructure that gives your team the clarity and control they need to scale.

1. Define or Refine Your Ideal Customer

If you haven’t clearly defined your Ideal Customer Profile (ICP), we will build it with you through qualitative interviews, CRM insights, and sales data. If you already have ICPs, we refine them using updated market intelligence. This ensures that every dollar you spend on marketing is focused on attracting and converting the right customer.

2. Build or Rebuild Reporting

We build custom dashboards and reporting cadences that let your team focus on outcomes, not just activities. We connect your CRM, analytics platform, paid media, and pipeline data into one source of truth that’s easy to understand and built for decision-making.

3. Budget and Resource Planning

We create a clear, scalable marketing budget, based on your revenue goals, target CAC, and available team resources. This includes recommendations for media spend, tool subscriptions, outsourced services, headcount planning, and campaign costs.

4. Set Goals and Benchmarks

Working with executive leadership, we define success for your marketing department, monthly, quarterly, and annually. These goals are tied directly to revenue outcomes and segmented by acquisition, conversion, retention, and brand metrics.

Month 3: Strategic Planning and Execution Readiness

This is where it all comes together. Now that we’ve established clarity on your current state and fortified your foundation, we can chart the way forward with confidence.

1. Synthesize What We’ve Learned

We bring together everything we’ve uncovered, the good, the bad, and the overlooked. This synthesis helps us create a marketing narrative that reflects where the business stands today and what levers need to be pulled to drive results.

2. Create the Marketing Strategy

We deliver a strategic marketing plan tailored to your revenue goals, team capacity, market position, and buyer journey. This isn’t a templated strategy; it’s a roadmap built for your unique situation.

This plan includes:

• Campaigns mapped to funnel stages

• Ideal content types and channels

• Messaging hierarchy based on ICP pain points and motivators

• Media planning and paid channel prioritization

• Retargeting, email automation, and lead nurturing workflows

• KPIs and timelines to track impact

3. Build the Execution Roadmap

Once the strategy is approved, we map out your quarterly execution plan, what gets done, by whom, and when. This roadmap includes sprint cycles, content calendars, campaign milestones, and performance reviews. We also align internal roles or outsourced partners to specific deliverables.

What Success Looks Like

In 90 days, we don’t just check boxes. We build a growth engine that’s ready to run.

Here’s what you’ll have by the end of our onboarding process:

• A validated ICP with documented buyer insights

• Unified analytics and attribution systems

• A performance-driven dashboard with real KPIs

• A forecast-backed marketing budget

• A marketing strategy grounded in real-world insights

• Campaign priorities aligned to short- and long-term revenue

• A clear path to execution

If you’re looking for a strategic partner to act as your CMO, not just a vendor, book a call with us. Let’s build your next stage of growth together.