The 30/60/90-Day Plan of a New Marketing Leader


Pete Lorenco
Reading Time: 5 minutes



The 30/60/90-Day Plan of a New Marketing Leader

Aurelien Mottier

Co-Founder and CEO, Operatix

Pete Lorenco

VP of Marketing, HYCU

It’s said that preparation is critical for success, and this is particularly true when you’re transitioning into a brand-new role. Of course, preparation comes in many different forms, but the 30/60/90-Day Plan method is becoming increasingly popular among marketing leaders. 

This strategy assists in setting measurable goals, allowing you to lay the foundations for scalable, long-term growth – something that is essential when starting a new role.

In the latest episode of B2B Revenue Acceleration, host Aurelien Mottier (CEO and Co-Founder, Operatix) discusses this method with Pete Lorenco (VP of Marketing, HYCU).

During this conversation, they outline what exactly a 30/60/90-Day Plan is, the benefits of utilising this method and how to go about measuring successes.

Pete offers his best practices in creating a 30/60/90-Day Plan, outlining each step to ensure you get the most from this strategy.

Delve into the conversation now by reading the blog below and listening to this podcast episode on Spotify, YouTube, Apple Podcasts or our website

What is a 30/60/90-Day Plan?

A 30/60/90-day plan is a strategy that outlines goals, quick wins, intentions and targets to be achieved within the initial three months of employment. This method visualises a clear path of action, allowing the employee to prioritise tasks and increase productivity at a designated time scale.

“In the first 90 days, I look at the quick wins that will allow me to lay the foundation for scalable long-term growth. I want to focus on meeting the team. In the early days, trying to understand those barriers. What do they believe is working? What do they believe is not working?” says Pete, “Then really my focus is how do I execute those hypotheses and, if you will, those quick wins.

“I can build trust and credibility across the organisation that enables me to say ‘hey boss, I wanna start doing these things. Here’s what we’ve done so far, here are the results, and here are the learnings. Now my hypothesis is X, can we go and start investing time or resources into that?”

The benefits of a 30/60/90-Day Plan

The 30/60/90-day strategy is beneficial during the first three months of employment as it helps you uncover quick wins, concerns, and current barriers that could be holding the team back. You’ll learn the ropes of the role while pushing for success, displaying the differences and goals you hope to achieve during a 90-day period.

“In those first 90 days, predominantly you have to understand what’s working, what’s not working, and kind of what are the biggest barriers that are gonna prevent you or your team’s ability to succeed long-term,” explains Pete, “If I were to oversimplify it, the top-line goal for me within the first 90 days would be to create centralized goals and key deliverables to work against.

An incremental approach can break down these core deliverables into manageable objectives and actions necessary to achieve them within the time scale. The first three months of any new role can be daunting, and preparation is key to ensuring your transition goes smoothly.

As previously mentioned, having an evidence-backed 30/60/90-day plan will allow you to build credibility within the business and identify the scope of your role while making necessary changes within the team. By identifying quick wins and concerns, you lay the foundations for a longer-term strategy.

The first 30 Days

The initial stages of a 30/60/90-day plan should revolve around understanding your team members. Who will be your go-to people for support and guidance? Who is likely to be your champions to help with future projects?

“For the first 30 days, you should spend time meeting key members of your team. That should be a priority within the first week or two. Meet key members on your team, department and across the organisation and identify who your champions are going to be,” says Pete, “You may have to revise this list over time, but these are going to be the people that you can go to support and guidance. I might be able to use them as champions for pilot programs in the future.”

As well as finding your champions, Pete allows states the importance of uncovering who your objectors are likely to be. The mindset shouldn’t be to fear these objections, but rather how to identify how you can help them, what appeals to them and how to deliver what they need. The focus is on how to shift their perspective and build a relationship. 

The next step of the 30/60/90-day plan is listening and conversing with customers. This could be by joining sales calls, using tools to listen to call recordings or just reaching out yourself for an informal conversation. When having these conversations, listen to trends in language, needs and reasons why these customers are choosing your business. This should shape the language you use within your marketing.

The second step of a 30/60/90-day plan

Once the initial 30 days are complete, you can continue building a business hypothesis based on what you have observed. It’s important to continue observing, talking to customers and building relationships with the team, but the second portion of your 30/60/90-day plan should revolve around building an evidence-based hypothesis of what the company needs based on these observations. 

“Near the end of the 60 days, I like to start building a plan that I can present to my executive team,” says Pete, “It explains my beliefs about where the business is and what we should focus on. I think I was around 45 days into my new role when I felt comfortable enough to do this.”

Pete goes on to explain that this will allow him to do a ‘pulse check’ by judging the reactions from this conversation. If you’re way off, then it gives you a chance to reestablish your credibility and revise your strategy early on. Doing this ‘pulse check’ will allow you to identify key areas to improve, as well as understand the priorities of your executive team and what they deem as important.

The last 30 days of the 30/60/90-day plan

The last 30 days of your 30/60/90-day plan should revolve around the strategy you presented and potentially revised in the last stage. Present this plan to your direct team and get their feedback, using them as the next round of validation before beginning to execute the plan of action. Question them on what they believe is missing and what needs to be adjusted – this insight is essential in creating a winning strategy. 

From here, you can finalise the plan and start shifting towards executing the short-term wins within the strategy. Ensure to continue communicating internally, both to the marketing team and sales team to get feedback. You may need to adjust the plan based on the feedback and results, but the last 30 days of the three-month plan are for actioning your evidence-backed strategy. 

“As you start executing your plan, you’ll start understanding your talent. Do you have the right people, or do you need to hire specialists?” says Pete, “As you start executing the plan, you’ll start to have a good gauge of your strengths and weaknesses within the team.”

Target your quick wins during this stage of the three-month plan, ensuring to measure results and feed them back to your executive team. Avoid trying to take on too many responsibilities at once, however. Focus on key goals you want to achieve before moving on to the next thing or you may find yourself stumbling under the weight of these tasks.

Take note of any holes within the business – do you need to augment your team with more talent? Are you lacking resources that could accelerate success? Constantly analyse not only the success of your plan but how you can improve during this stage. 

Want to hear more insights about the 30/60/90-day plan of a new marketing leader? Listen to the podcast via the player below, or head to our YouTube channel to watch the video now.

About Operatix

Operatix is a Sales Acceleration company specialized in supporting B2B Software vendors to identify new revenue streams, increase qualified sales pipeline, and accelerate channel development across Europe and North America. Operatix has a wealth of experience in working with the biggest tech players worldwide as well as a multitude of emerging software vendors.

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Channel Transformation

Digital transformation is changing how companies buy and use business solutions, making vendors re-assess the capabilities of their channel ecosystem. With channel dynamics in constant flux, vendors need to be ready to cut ties with partners that don’t share their vision or have connections with the right B2B buyers.


Operatix has supported numerous vendors in their path to Channel transformation by assessing current partners and recruiting new partners that are more aligned with their new channel strategy. Once the right partners have been identified, Operatix built scalable outbound sales development programs that accelerated their routes to market.

Inbound Response Management

In a competitive industry like technology every lead counts. Operatix can help you maximize conversion from MQL to SQL and from lead to pipeline, increasing both your revenue and ROI on marketing activities.

Account Identification

Identifying the accounts that are more likely to buy from you is part of our expertise. We will research the market, identify verticals and industries that can benefit from your solution and set up qualified sales engagements for your teams to kick-off the sales process. 

Cold Prospecting

Our team will identify new sales opportunities within the strategic accounts that you haven’t been successful in penetrating through your sales & marketing efforts. By applying the ‘Challenger Sale’ methodology we use a tailored, multitouch approach to connect with prospects, generating qualified sales engagements for your team and ultimately increasing your pipeline.

Outbound Sales Development

Using a proactive outbound sales approach has been proven to be one of the most effective methods to engage with prospective customers. By applying the ‘Challenger Sale’ methodology we use a tailored, human approach to getting in touch with prospects to increase your qualified sales engagements and ultimately generate more pipeline.

Outbound Sales Development

Using a proactive outbound sales approach has been proven to be one of the most effective methods to engage with prospective customers. By applying the ‘Challenger Sale’ methodology we use a tailored, human approach to getting in touch with prospects to increase your qualified sales engagements and ultimately generate more pipeline.

Partner Concierge Service

Our Partner Concierge Service helps vendors accelerate their channel programs, by engaging and nurturing channel partners and supporting them to get to revenue quicker.

Demand Generation

Whether you need to implement a demand generation strategy or get more results out of your existing demand gen engine, Operatix can work alongside your marketing team to yield better results out of your demand generation programs.

Account-based Marketing

An Account-based Marketing strategy is only as successful as the revenue it generates. At Operatix we will support your 1:1, 1:few or 1:many approach to get your team in front of decision makers in the accounts that matter the most to you. 

Lead Qualification

If your marketing leads aren’t converting, it might be a lead qualification issue. Operatix can help sieve through leads that need further qualification, so they are ready for an AE or sales team member to engage with.

Account-based Selling

At Operatix we will support your 1:1, 1:few or 1:many approach to get your team in front of decision makers in the accounts that matter the most to you. 

Pipeline Generation

Generating Pipeline for our clients is our key-objective. And we do that by using a multi-touch, multi-channel approach to generate qualified sales engagements for our customers’ sales teams.   

Account Intelligence / Deep Dive

Understanding buying centres, hierarchies and relevant personas in strategic accounts is a fundamental step to increase conversion rates. By leveraging account intelligence in a sales conversation your team can tailor their message and provide value to their prospective customer. But sales & marketing teams often struggle to dedicate time and resources to do the deep research and this is where Operatix can help.

DMID – Decision Maker Identification

Finding quality data is an on-going challenge for B2B Tech vendors. The accuracy of data platforms is questionable and that is why Operatix developed a manual process to identify & verify contact details for decision makers within strategic target accounts.

Playbook design

Operatix can develop Sales Playbooks that enable teams to sell more effectively. Your Playbook will be fundamental to get your messaging right, accurately position your solution against competitors, and adapt the communication of your value proposition to different buyer personas.

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Sales Playbook Development

Operatix can develop Sales Playbooks that enable teams to sell more effectively. Your Playbook will be fundamental to implementing the correct messaging, accurately position your solution against competitors, and adapting the communication of your value proposition to different buyer personas.

Lead Qualification

If your leads aren’t converting, it might be a lead qualification issue. Operatix can help filter through leads that need further qualification, ensuring that they’re ready for an AE or sales team member to engage with and progress through the funnel. 

Partner Portal / Marketing Concierge Service

Vendors often spend thousands of dollars building multifunctional Partner Portals to help channel partners educate their teams, manage opportunities, and create marketing programs. Still, these portals are often underutilized due to lack of bandwidth and capacity from vendors to offer support in enabling their partner community. Operatix, through their Partner Development team, can support your partners to make the best use out of your partner portal, managing the relationship with your partners and helping them set up co-marketing campaigns to drive more revenue for both businesses. 

Marketing & Sales Alignment

The sales development function is often seen as the “glue” that brings sales & marketing teams together. By working as an extension of your teams, Operatix will be your predictable source of pipeline, sales & revenue.

Optimization of MDF

Market Development Funds are an important component of any channel ecosystem, though vendors believe they are not maximizing the return on investment they should be getting from their MDF programs. At Operatix, we build scalable outbound sales development programs that will give you the visibility of return over the invested spend and will provide clear value for your channel partners.

Increase Partner Productivity

The 80/20 rule is still very applicable to the channel, which means that investing in partner productivity should be a priority for vendors looking to grow their businesses. Operatix can increase partner productivity and shorten sales cycles, by identifying ready to engage sales opportunities for your most valued channel partners.

Virtual Channel Account managers

Our VCAM team is responsible for building, maintaining, and managing sound relationships with current and prospective channel partners. They can get involved in opening up new sales conversations as well as closing small businesses up to $ 10k.

Tier 1 & Tier 2 Activation

Whether your business decided for a Tier 1 or Tier 2 distribution model, Operatix can help your channel partners get to revenue quicker. By providing qualified sales engagements to your channel partners we can accelerate your route to market with tangible and easily measurable results.

Solution Selling Training

Far too often vendors insist on enabling their channel partners to talk about features and technical details of their solutions. Customers don’t buy features; they buy the benefits your solution can bring. Operatix will work with your partner community to train them in articulating your message from a high-level business perspective, enabling them to talk to prospects about the value your solution can bring to their company from a board-level perspective.

Channel Enablement

Enabling your channel partners have measurable wins for your business when done right. Operatix has a proven track record in enabling channel partners from a sales & marketing perspective, providing them the knowledge and tools to successfully pitch your solution and sell the value & benefits of it. 

Partner Recruitment

Recruiting the right Channel Partners is the first step for a successful channel program. Operatix has helped over 350 B2B Software vendors recruit suitable channel partners across EMEA and North America, supporting them to scale and expand their presence in different geographies and verticals. 

Risk/Reward Business Model

To truly work as an extension of our client’s sales & marketing teams, we have also adapted our business models to show how our clients operate, and how their success is measured. With our risk/reward business model your investment is proportional to the results our team delivers.

Sales Qualified Leads

On average, 52.5% of the sales engagements set up by our team progress into a next step in the sale process. That means that 5 out of 10 meetings will progress either into a POC, a Demo or a pipeline opportunity.

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Trading in different geographical markets not only requires a knowledge of the native language, local rules & policies, but a deeper understanding of the local culture and habits. We have the ability to deliver campaigns in multiple countries with flexible resource allocation. This is through our team of international speakers, who have the ability to sell in 17 different languages across the globe.

Increase Revenue & Decrease Cost

Building an internal sales development team comes with many additional costs and challenges that aren’t always taken into account: recruiting resources, training and enabling them etc. You also need to take into account the need for having the data and tools to make them successful, which in turn requires time, capital and effort. By outsourcing your sales development to Operatix you will see your revenue increasing, while decreasing costs and business risk.

Predictable Pipeline Generation

On average, our clients see a 26X ROI on the programs we deliver. By understanding your revenue targets and sales pipeline gap, we will work on a sales & marketing plan that will deliver tangible results.

Vertical Growth

Entering new industries or launching new product lines? Operatix can accelerate your growth by supporting your go-to-market strategy, and getting your sales teams in front of decision makers in key target accounts.

Reduce Headcount

By outsourcing your sales development and partner programs to Operatix; we reduce headcount and the challenges that come with managing people, technologies, and processes. We take care of your sales development, so you can focus on what matters the most: growing your business.

Revenue Acceleration

Operatix helps your business get to revenue quicker. By providing qualified sales engagements for your direct sales team (to kick-off new sales cycles), or by accelerating the growth of your channel partners, our focus remains on delivering tangible results for your business. 

Persona-based Selling

Operatix team will design specifically tailored messages to influence the different levels of decision makers in the sales process, tailoring the communication according to each job function. Our focus is to sell the value of your solution from a business perspective, not its features.    

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