90-Day Executive Action Plan: Modern Marketing as a Revenue Engine

Last updated: August 28, 2025 by John Vargo with the help of AI to be more comprehensive and informative.

Open PDF > 90-Day Executive Action Plan: Modern Marketing as a Revenue Engine 

See companion article > The Executive’s Guide to Driving Revenue Growth Through Modern Marketing

1) Objectives & Outcomes

This 90-day plan converts marketing from a cost center into a measurable revenue driver. By Day 90 you will have:

• A board-approved Metrics Charter (pipeline contribution, CAC, LTV, ROI) with precise definitions and owners.
• An integrated, QA’d data foundation (CRM ↔ marketing automation ↔ attribution) and clean UTM/tracking.
• Hardwired sales–marketing alignment (shared KPIs, SLAs, monthly pipeline reviews).
• A live ABM pilot and AI-assisted scoring/personalization producing measurable pipeline and cycle-time gains.
• A board-ready Revenue Impact Report plus a scale plan for the next 2–3 quarters.

2) Roles & RACI

RACI is a simple roles & responsibilities model used to make ownership crystal-clear on any project.

R – Responsible: Does the work. There can be many Rs.
A – Accountable: Owns the outcome and signs off. There should be exactly one A per task.
C – Consulted: Gives input before decisions (two-way communication).
I – Informed: Kept in the loop after decisions (one-way updates).

Role Primary Responsibilities Key Decisions RACI

3) Governance & Cadence

• Weekly (30 min) – Executive Pipeline Review (CMO/CRO/RevOps; CEO optional)
• Biweekly (45 min) – Data & Attribution QA (tracking gaps, completeness %, model drift)
• Monthly (60–90 min) – Board-Ready Readout (pipeline %, CAC/LTV/ROI, wins/learns, next bets)
• Daily (15 min, optional) – RevOps standup for cross-team blockers

4) KPIs, Formulas & Day 30/60/90 Targets

• KPI Definition / Formula Target Day 30 / 60 / 90 Notes
• Pipeline Contribution Marketing-influenced opps ÷ total opps × 100 Baseline → +10 pts → +15–20 pts Track sourced & influenced
• MQL→SQL Conversion SQL ÷ MQL × 100 Baseline → +15% → +25% SLAs + scoring + routing
• SLA Adherence (Speed-to-Lead) % leads contacted within X min/hr 70% → 90% → 95% Segment by channel
• Data Completeness % opps with source/UTM/stage dates 80% → 95% → 98% Gate stage progress
• Cycle Time (Stage Velocity) Avg days per stage & total cycle −5% → −12% → −20% ABM + enablement
• CAC (Sales + Marketing cost) ÷ new customers Baseline → −5% → −10–15% By segment/offer
• Marketing ROI (Revenue − Cost) ÷ Cost Baseline → +10% → +25% Finance tie-out

5) Week-by-Week Roadmap (90 Days)

Week 1: Kickoff & Success Definition

Objectives:

• Executive kickoff and scope
• Metrics Charter v0.9: definitions/formulas & owners for pipeline %, CAC, LTV, ROI
• Inventory systems, reports, fields, and gaps

Deliverables:

• Draft Metrics Charter
• System/Data Inventory & Gap List

Week 2: Baselines & Dashboard Spec

Objectives:

• Pull KPI baselines (last 4 quarters)
• Executive Dashboard Requirements: audiences, views, filters, drill-downs
• Finalize pipeline taxonomy & stage definitions

Deliverables:

• Baseline KPI Report
• Dashboard Spec v1.0

Week 3: Tracking & Data Audit

Objectives:

• Audit CRM/MAP tracking; UTM standards; lead source mapping
• Define required fields & validation rules
• Decide attribution model (position/time-decay/data-driven)

Deliverables:

• Data Model & Tracking Plan
• Attribution Decision

Week 4: Integration & QA

Objectives:

• Connect CRM ↔ MAP ↔ attribution; identity resolution rules
• Implement UTM/event tracking; QA checklist; first QA pass
• Stand up Dashboard v1 (read-only)

Deliverables:

• Integrated Data Map
• QA Checklist & First QA
• Dashboard v1

Week 5: Alignment & SLAs

Objectives:

• Define MQL/SQL/SAL; routing rules; handoff criteria
• Draft SLAs: speed-to-lead, follow-up depth, recycling
• Enablement one-pagers & training for BDR/AE

Deliverables:

• SLA Doc v1.0
• Routing Rules live in CRM
• Enablement Pack

Week 6: Scoring & Nurture Foundations

Objectives:

• Implement fit + engagement scoring v1 (heuristic); thresholds by segment
• Map nurture journeys by stage & ICP tier
• Content gap analysis for ABM

Deliverables:

• Lead Scoring v1
• Journey Maps
• Content Gap List

Week 7: ABM Pilot Prep

Objectives:

• Define ICP & tiering; select 50–100 target accounts (TAL)
• Build 1:1 / 1:few / 1:many plays & assets
• Sales–marketing orchestration calendar

Deliverables:

• Target Account List
• Playbooks & Asset List
• Orchestration Calendar

Week 8: AI POC & Automation Build

Objectives:

• AI scoring POC on historical data; define success metrics
• Personalization pilot (dynamic web/email for 1–2 segments)
• Build automation journeys; instrument experiment tracker

Deliverables:

• AI POC Results
• Personalization Pilot Plan
• Automation Journeys v1

Week 9: Launch Pilots & Instrumentation

Objectives:

• Launch ABM + AI pilots; align SDR/AE sequences
• Finalize Dashboard v2 with exec views & drill-downs
• Start weekly RevOps pipeline review

Deliverables:

• Pilot Launch Memo
• Dashboard v2 (Exec-ready)
• Weekly Review Agenda

Week 10: Early Optimization

Objectives:

• Analyze coverage/penetration, engagement, stage velocity
• Tighten SLAs, scoring thresholds, routing rules
• Scale winners; pause underperformers

Deliverables:

• Optimization Log
• SLA/Scoring Update
• Winning Offers Pack

Week 11: Scale & Efficiency

Objectives:

• Expand pilots to next ICP tier/region
• Finance tie-out on ROI/CAC; attribution sanity check
• Harden data QA & alerting

Deliverables:

• Scale Plan v1
• Finance-Verified ROI Snapshot
• QA Alerts Enabled

Week 12: Enablement & Change Management

Objectives:

• Refresh sales enablement; objections; customer stories
• Executive comms: results & next-phase plan
• Groom Q2 backlog (features, content, channels)

Deliverables:

• Enablement Kit v2
• Exec Comms Draft
• Q2 Backlog

Week 13: Day 90: Board Readout & Next-Quarter Plan

Objectives:

• Board Revenue Impact Report: pipeline %, CAC, ROI, ABM/AI lift
• Executive retrospective; scale-or-stop decisions
• Approve next-quarter budget reallocations

Deliverables:

• Board Report
• 90-Day Retrospective
• Q+1 Budget & Roadmap

6) Templates & Artifacts (Included in Scope)

• Metrics Charter (definitions, formulas, owners, reporting cadence)
• KPI Dictionary (field-level specs mapped to CRM/MAP)
• Executive Dashboard Spec (views, filters, drill-downs, ownership)
• SLA Document (MQL/SQL/SAL, speed-to-lead, follow-up standards)
• Routing Rules Matrix (by ICP tier, territory, segment)
• ABM Playbook (1:1 / 1:few / 1:many) + Orchestration Calendar
• AI Scoring POC Brief (inputs, success metrics, governance)
• Experiment Tracker (hypothesis → metric → result → next)
• Board Revenue Impact Report Outline (narrative + appendix)

7) Risks & Mitigations

• Data gaps / dirty data: Weekly QA; block stage progression on missing fields; automated alerts
• SLA non-compliance: Auto-alerts to managers; show adherence in weekly exec review; targeted enablement
• Tool sprawl / integration delays: Prioritize KPI-linked integrations; timebox nice-to-haves; use interim exports
• Change resistance: Exec sponsorship; quick wins; publicize wins; continual enablement
• Attribution disputes: One primary model + secondary view; publish method notes in dashboard

• Author
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SEO Expert: John Vargo

SEO Strategy & AI Optimization at Webolutions Digital Marketing Agency

Denver SEO & AI Optimization John Vargo is an digital marketing professional with 25+ years’ experience in digital marketing and search engine optimization with proven results achieving top search engine rankings and improving website engagement and conversion. Vargo was awarded 2019 Top SEO Consultants in the U.S..Learn more about John Vargo.

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