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30-60-90 day plans
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Overview
A 30/60/90 day plan is a strategic roadmap that outlines goals, priorities, and milestones for the first three months in a new role. The framework breaks down the critical first quarter into three distinct phases: the first 30 days typically focus on learning and observation, the next 30 days on contributing and building relationships, and the final 30 days on driving measurable impact and refining strategy.
These plans are important because they create clarity and alignment between new hires and their managers, reduce the anxiety that comes with starting a new position, and accelerate the path to meaningful contribution. For the individual, a well-crafted plan provides structure during the often overwhelming onboarding period and helps prioritize what truly matters. For managers, it ensures new team members are set up for success and provides clear benchmarks to evaluate progress. The plan also serves as a living document that can be adjusted as priorities shift or as the new hire gains deeper understanding of the organization.
A strong 30/60/90 day plan should include specific learning objectives for understanding the company, product, customers, and market; relationship-building goals that identify key stakeholders to connect with; clear deliverables or contributions expected in each phase; success metrics that define what “good” looks like; and resources or support needed to achieve these goals. The best plans are ambitious yet realistic, specific enough to be actionable, and flexible enough to adapt as circumstances change.
First 30 Days: Learn & Listen
During your first month, focus on building foundational knowledge. Spend time understanding the company's products, target audience, brand voice, and competitive landscape. Review past campaigns, marketing materials, and performance reports. Set up introductory meetings with team members, sales colleagues, and customer success to understand how marketing supports the broader business. Shadow team members in their day-to-day work and ask lots of questions. Begin contributing to ongoing projects in a supportive capacity, whether that's drafting social media copy, helping with event logistics, or conducting competitive research.
Key goals: Complete all onboarding training, learn the marketing tech stack (CRM, marketing automation, analytics tools), create a stakeholder map of who's who, and absorb the brand guidelines and messaging frameworks. Identify one small quick-win project you can complete independently.
Days 31-60: Contribute & Connect
In your second month, shift from learning to doing. Take ownership of specific recurring tasks like social media scheduling, email newsletter coordination, or blog post editing. Start proposing ideas in team meetings based on what you've learned. Deepen relationships with cross-functional partners and understand their pain points and how marketing can help. Begin tracking the performance of campaigns you're involved with and ask questions about why certain approaches work better than others.
Key goals: Own at least two recurring marketing activities end-to-end, complete your first independent project, develop a point of view on one area of the marketing mix, and establish yourself as a reliable team member who follows through.
Days 61-90: Optimize & Initiate
By your third month, you should be fully integrated into the team's workflow. Look for opportunities to improve existing processes or campaigns based on data and your fresh perspective. Propose at least one new initiative, even if small, that addresses a gap you've identified. Take on stretch assignments that help you develop new skills. Start thinking about your professional development goals and discuss them with your manager.
Key goals: Implement one process improvement or optimization, launch one new initiative (could be a campaign, content series, or tool implementation), establish your niche or area of emerging expertise, and create a development plan for the next quarter.
First 30 Days: Assess & Align
Your first month is about diagnosis and relationship building at the executive level. Conduct a comprehensive audit of the current marketing function including team structure, budget allocation, technology stack, campaign performance, and market positioning. Have one-on-ones with every member of your team to understand their strengths, challenges, and aspirations. Meet with key stakeholders across the C-suite, sales, product, customer success, and finance to understand their perspectives on marketing's role and effectiveness. Review the business strategy and financial targets to ensure you understand what marketing needs to deliver. Analyze customer data, win/loss analysis, and competitive intelligence to identify opportunities and threats.
Key goals: Complete a SWOT analysis of the marketing function, map the customer journey and identify gaps, understand the revenue model and marketing's attribution, build trust with the executive team and board, and identify 2-3 immediate opportunities for quick wins.
Days 31-60: Strategize & Stabilize
In your second month, begin shaping your vision while delivering stability. Develop or refine the marketing strategy based on your assessment, ensuring it ladders up to business objectives. Make any critical team or structural changes needed, whether that's backfilling open roles, shifting responsibilities, or addressing performance issues. Establish clear metrics and reporting rhythms so the executive team has visibility into marketing performance. Launch at least one quick-win initiative that demonstrates early impact and builds credibility. Begin socializing your strategic direction with stakeholders to gather input and build buy-in.
Key goals: Present a draft marketing strategy to the CEO and leadership team, establish a marketing dashboard with key metrics, implement any urgent fixes to underperforming campaigns or processes, make key hiring or organizational decisions, and secure budget for priority initiatives.
Days 61-90: Execute & Elevate
By your third month, you should be executing your strategy while elevating marketing's impact across the organization. Launch significant strategic initiatives whether that's a rebrand, new market expansion, major campaign, or go-to-market transformation. Build the team's capabilities through training, new hires, or agency partnerships. Establish yourself as a thought partner to the CEO and board on growth strategy, not just a marketing operator. Create scalable systems and processes that will enable the team to execute efficiently. Develop a quarterly and annual roadmap that ties marketing activities directly to revenue and business outcomes.
Key goals: Launch at least one major strategic initiative, achieve a measurable improvement in a key business metric (pipeline, conversion rates, brand awareness), finalize your team structure and make progress on key hires, establish quarterly business reviews with the leadership team, and deliver a comprehensive annual marketing plan.