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Before Day 0 - Nail These Fundamentals:

Operating Model: Revenue & Pipeline Targets, Forecasts & Gaps, New Business vs. Upsell Ratio, NRR, GRR, CAC

Customers: How They're Using the Products, How They Describe the Values and Pain Points the products solve for, etc.

Competitive Landscape & Your Positioning: Where You Fit, Competitors' Positioning, Your Differentiations, Your vs Their GTM Strategy

Product: Get Familiarized with Product, Get an Overview of Product Roadmap & Launch Schedule

GTM Motion: PLG vs SLG or hybrid, Playbooks that are Working, How Marketing Drives & Influences these Playbooks & Motion

First Week - Audit:

  • Get an Overview of Your Teams, Roles & Responsibilities
  • Meet with Your Cross-functional Partners (Sales, CS, Product, etc.)
  • Access to Overall Revenue, Pipeline & Marketing Dashboards & Reports
  • Get Access to and Review Your Budget
  • Get an Overview of Lead Flow, Processes, Scoring, SLAs, etc.
  • Evaluate Your Team’s Existing Technology Stack & Service Providers

First 2 Weeks - Audit:

  • Review Personas, the Messaging & Positioning docs
  • Analyze Customer Data and Segmentation Strategies
  • Review & Analyze Previous Campaigns & Outcomes (Inbound & Outbound)
  • Assess Where AI Can Assist & Scale Your Team’s Impact
  • Optional: Determine if Outbound (BDR Team) should be under Marketing
  • Deliver Observations & Recommendations (Team, Programs, Budget, Processes, etc.)
  • Define & Get Approval for Hiring, Technology & Service Budgets

First 30 Days - Prioritize Quick Wins:

  • Identify Opportunities for Quick Win Campaigns - that Produce Some (Early) Results in Your First 90 Days
  • Establish Marketing Team OKRs, focusing on Quick Wins
  • Establish a Reporting Structure
  • Assign Your Team to (Create and) Manage Their Custom GPT / AI Agents to Increase Efficiency & Impacts
  • Review Brand/Content Campaigns; Run Small Experiments
  • Review Event Strategy; Identify Areas to Integrate with Demand & Brand Campaigns
  • Establish a Schedule for Your Reports to Share & Update Marketing Metrics

First 60 Days - Execution & Iterations:

  • Identify & Remove Bottlenecks in Team Workflows & Processes
  • Monitor All Campaigns & Experiments, Run Quick Iterations (if needed)
  • Share Weekly Updates on Your Team’s OKR with CEO & Peers
  • Start a Monthly Internal Newsletter/Slack to Share Marketing Updates
  • Deliver 60-Day Updates on Your Team’s Impacts: Pipeline, Brand, AI Initiative(s) & Efficiency Gained

First 90 Days - Scale:

  • Collect Feedback from Your Teams, e.g. “Start-Stop-Continue” Survey
  • Get Feedback from Your CEO & Cross-functional Peers
  • Review Your OKR Performance & Define the Next OKR
  • Refine Messaging & Positioning Based on Learnings and Market Response
  • Expand Successful Campaigns and Strategies
  • Deliver 90-Day Updates on Your Team’s Impacts: Pipeline, Brand, AI Initiative(s) & Efficiency Gained