Last updated: September 2, 2025 by John Vargo with the help of AI to be more comprehensive and informative.
Open PDF > The 90-Day Lead Generation Plan for CMOs
See companion article > Top 10 Lead Generation Challenges CMOs Face and How to Solve Them
Practical steps to align teams, improve ROI, and build a scalable growth engine.
Introduction
Lead generation is the lifeblood of sustainable growth, yet CMOs often struggle to balance quality, scale, and ROI. This 90-day plan is designed to help you take immediate, measurable steps toward building a predictable and efficient lead generation engine.
Days 1–30: Assess & Align
Goal: Build a clear foundation by diagnosing challenges and aligning teams.
- Audit your ICPs: Review firmographic, technographic, and intent data to ensure targeting is accurate.
- Evaluate MarTech stack: Identify redundant or underused tools.
- Content mapping review: Audit assets against buyer journey stages (awareness, consideration, decision).
- Sales & marketing alignment: Establish shared KPIs and SLAs for lead quality and follow-up.
- Baseline metrics: Document current lead volume, conversion rates, CAC, and ROI.
Resource: ZoomInfo – Intent data users see 4x higher win rates.
Days 31–60: Execute & Experiment
Goal: Launch pilot campaigns and begin testing strategies.
- ABM pilot: Select a handful of high-value accounts and deploy a personalized campaign.
- Nurture tracks: Build or refresh multi-channel nurture workflows with stage-based content.
- Content differentiation: Create at least one new thought leadership or research-driven piece.
- Channel testing: Experiment with video, interactive tools, or webinars to break through content saturation.
- Sales enablement: Provide sales with messaging guides, case studies, and ROI calculators.
Resource: 6sense – State of Predictable Revenue Report.
Days 61–90: Optimize & Scale
Goal: Double down on what works and prove ROI to secure future investment.
- Performance dashboards: Roll out executive-friendly reports showing pipeline influence and ROI.
- Expand pilots: Scale ABM or nurture campaigns that demonstrate strong results.
- Optimize continuously: Use A/B testing data to refine offers, CTAs, and creative.
- Executive presentation: Summarize 90-day progress, ROI, and next steps to build momentum.
- Prepare Q2+ roadmap: Identify 2–3 initiatives (AI scoring, content syndication, attribution) to pursue next.
Resource: Salesforce – Marketing Intelligence Report.
Key Takeaways
- Start with clarity: Assess and align before rushing into campaigns.
- Test and learn: Small, focused experiments in the first 60 days build confidence.
- Show ROI early: By day 90, leadership should see measurable pipeline impact.
- Think beyond 90 days: Use this sprint to build a foundation for long-term growth.
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