Building Your 90-Day Marketing Plan

Lesson

12

With your Objectives & Key Results (OKRs) for the coming quarter in-hand, you’ll need to draft a plan to help you achieve them. In this lesson, we’ll run through two planning tools to help you build that execution plan; a 90-day marketing plan and a corresponding 12-week timeline for that plan.

Also in this lesson, we’ll talk about what happens after your next quarter. Leaders think about what's coming in the longer term. We’ll run through the process of tracking KPIs over time to determine how you'll help your company hit those longer-term north star targets. While setting projections for 6 to 12 months out can feel messy (and even scary) at first, this process will force you to think about your role long-term and help demonstrate marketing’s (and your) business value.

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Lesson Materials
Action Items
Additional Resources

90-Day Marketing Plan [Google Doc]

90-Day Marketing Plan Timeline (Gantt Chart) [Template] [Google Sheet]

Building Your 90-Day Marketing Plan Lesson Slides [PDF]

Projections & Planning Sheet Template [Google Sheet]

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This lesson doesn't include any additional materials.

  1. With your OKRs for the quarter in-hand, draft your 90-day execution plan using the 90-Day Marketing Plan Template.
  2. In tandem with your execution plan, plot how your marketing initiatives will roll out over the 12 weeks using the 90-Day Marketing Plan Timeline Template (Gantt Chart)
  3. Coordinate with your boss and other dept heads to make sure you’re aligned and that everyone is in agreement, and then share your plan with your larger team so that everyone knows where you're focusing.
  4. Once the 90-day planning is done, take the opportunity (and do yourself the favor) of thinking longer-term. Build a projections sheet for the next 3-12 months using the Projections & Planning Sheet Template.
  5. Be a boss.

This lesson doesn't include any additional action items.

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