A 30/60/90 Day Plan in 2025

Your blueprint for nailing those final round interviews and first 90 days

👋 Hi, it's Kaylee Edmondson and welcome to another edition of Looped In. I continue to get a ton of questions from marketers interviewing for leadership roles about how to structure an effective 30/60/90 day plan in today’s terms—both to nail that final interview round and to set themselves up for success once they're in the role.

If you're here, it's likely because you're either:

1. Prepping for a final round marketing leadership interview

2. Just landed a new role and need to hit the ground running

3. Looking to level up your strategic planning skills

Whatever brought you here, let's dive into what a truly effective 30/60/90 day plan looks like in 2025's B2B SaaS landscape.

Today's B2B SaaS Marketing Reality Check

Before we jump into the framework, let's get real about the unique challenges we’re all up against in 2025:

• Efficiency demands: CFOs are breathing down our necks expecting more results with tighter budgets. Sadly the “do more with less” era isn’t quite over yet.

• Multi-generational workforce: You're leading a team that spans Gen X, Millennials, and Gen Z—each with wildly different working styles and expectations

• AI integration: Everyone's talking about AI, but the real challenge is balancing automation with human creativity in a way that actually drives results

• Measurement complexity: Your CEO doesn't just want leads; they want efficiency metrics that prove marketing's impact on the bottom line. And in case no one’s seen the infamous mug, we literally made up marketing attribution so it still has its shortcomings.

• Content saturation: Every channel is more crowded than ever before (AI has only 1000x this situation)

• Hybrid GTM motions: Most companies are running both self-serve and sales-led approaches simultaneously

• Marketing team burnout: Your team is probably already stretched thin with sky-high expectations

Sound familiar? These are the real-world challenges you'll need to address in your plan. And keeping these front and center will set you apart from candidates who come in with generic "I'll audit everything and make a strategy" approaches.

The Framework: A 30/60/90 Day Marketing Plan

First 30 Days: Assessment & Quick Wins

This is your diagnostic phase, but with a critical twist—you're not just auditing. You're implementing quick wins while you learn. Here's how I would think about the breakdown:

Week 1-2: Audit & Alignment

• Complete a marketing efficiency audit analyzing CAC Ratio, Payback Period, LTV metrics, and Pipeline Velocity

• Review (or create!) a Decision Dashboard, or I’ve heard some call it a "Scorecard” (either way) to understand strategic priorities

• Audit the existing marketing tech stack for ROI and potential consolidation opportunities

• Meet with cross-functional stakeholders (Sales, Product, Finance, CS) to understand expectations

• Document your multi-generational team's working preferences and communication styles in a ReadMe exercise, or something similar

Week 3-4: Quick Wins & Foundation Setting

*Note: Not saying you do all 5 of these. This is just a thought-starter list to help you brainstorm what’s most relevant to your org!

• Do your have enough traffic to make CRO impact?

  • If so, consider implementing a CRO experiment on a high-traffic page

• Finding your team in the thick of lots of Random Acts of Marketing?

  • Develop a "No RAM" framework for request evaluation

• In all that RAM, has the team spread themselves thin with too many programs in flight that aren’t performing to expectations?

  • Identify one underperforming channel, campaign, or program to pause and reallocate budget

• Seeing the team has lack of clarity around goals?

  • Create a balanced K.P.O. goal structure (KPIs, Projects, Ops) aligned with company objectives

• Seeing the team spends too much time lost in Asana? Or not processing work effectively?

  • Launch weekly team "efficiency hour" where everyone focuses on process improvements

Key Deliverables Depending on What You Shipped (Day 30)

• Efficiency metrics baseline report with benchmark comparisons

• Channel performance analysis with recommendations

• Initial marketing team charter with generational working preferences addressed

• First draft of quarterly forecast using bottom-up methodology

• Prioritized list of quick wins implemented and their initial impact

Days 31-60: Strategic Realignment & Execution

Now that you understand the landscape, it's time to create impact and execute. This is where you start showing the bigger strategic vision.

Week 5-6: Strategic Initiatives Could Be

• Identify and begin planning one "big-bet project" with step-change growth potential

• Implement AI-powered content optimization to increase efficiency of those existing assets sitting on the shelf

• Develop tier system for ICP prioritization to focus resources on highest-value segments

• Conduct a "fuel & engine" workshop to ensure content and distribution strategies align (Emily Kramer is your go-to here)

• Map marketing advantages against competitors to identify unique differentiation points (this is your moat!)

Week 7-8: Operational Improvements

• Begin A/B testing hybrid messaging approaches for different buyer demographics

• Develop a more sophisticated attribution model to better measure marketing impact

• Streamline the content production process to reduce time-to-market

• Create a "marketing efficiency scorecard" to track and report on key metrics to finance

Key Deliverables (Day 60)

• One big-bet project brief with executive alignment

• Updated ICP tier system with resource allocation plan

• New content framework that leverages AI while maintaining brand voice

• Marketing efficiency scorecard with first month of tracking

• Revised bottom-up forecast reflecting strategic shifts

Days 61-90: Scaling & Optimization

The final 30 days is about doubling down on what's working and planning for the future.

Week 9-10: Scaling What Works

• Build a plan to scale highest-performing channel identified in first 60 days

• Launch the big-bet project with cross-functional coordination

• Begin developing a more strategic 1:1 account plans for key accounts with sales

Week 11-12: Future Planning

• Develop the next quarter's big-bet project roadmap based on learnings

• Present efficiency gains to finance with clear ROI metrics

• Launch a "marketing innovation lab" for controlled experimentation with new approaches

• Create a sustainable content engine that leverages both AI and human creativity

• Start working 1:1 with your marketing team to develop individual professional development plans

Key Deliverables (Day 90)

• Progress against big-bet project launch with initial results

• Next-quarter expectations and resource allocation model

• First quarter QBR deck with a retro and look-forward plan — inclusive of a revised marketing decision dashboard/scorecard

• Marketing talent development and retention plan

Accounting for Risk: All That Could Go Wrong

The best plans acknowledge potential pitfalls. And in my opinion, the worst leaders I’ve worked with stay in a state of delusion that everything is always great. So let’s get off on the best foot and acknowledge the risks. Here are key risks to be aware of and mitigate:

Strategic Risks

1. Over-indexing on efficiency at expense of growth: Balance efficiency metrics with growth initiatives. Something you should work on in partnership with your finance partners.

2. Big-bet project timeline too aggressive: Be realistic about cross-functional dependencies and adjust your plan accordingly.

3. Lack of market validation: Build in customer feedback loops throughout the plan. Nothing worse than assuming the existing team has done this work, only to find you’ve built the train tracks heading in the wrong direction.

Operational Risks

1. Team adaptation challenges: Implement change management protocols alongside new frameworks and strategy—ensure you’re bringing them along for the journey.

2. Tool consolidation barriers: Account for contractual obligations and training needs. Yes, sadly some of the orgs you onboard into will be locked into a six-figure software contract that you don’t need and there will be little to nothing you can do about it.

3. Attribution model complexity: Start simple and iterate based on what you, the team, and the org need more visibility into.

Resource Risks

1. AI implementation reality gap: Take a phased, but invested approach to AI integration. It is changing daily after all.

2. Talent bandwidth limitations: Be realistic about what your team can accomplish. Everyone always needs everything ‘yesterday’…but be real.

3. Budget reallocation constraints: Secure executive buy-in before making significant changes. No need in making enemies for something easy to cross-reference.

The Bottom Line

This 30/60/90 day framework isn't just about impressing in the interview—it's about setting yourself up for real success. The best plans balance quick wins with strategic initiatives, efficiency with growth, and ambitious goals with realistic timelines.

Remember that no plan survives first contact with reality intact. Your ability to adapt while maintaining focus on the most important outcomes will ultimately determine your success.

I'd love to hear about your experiences. What challenges have you faced in your first 90 days? What unexpected wins did you discover? Drop me a note—I read and respond to every one of them.

See ya next week,

Kaylee ✌️