AMA: Lattice Former Director of Demand Generation , Monica Myers on Demand Generation 30 / 60 / 90 Day Plan

I love this question because, while prioritizing quick wins is often emphasized in a 30/60/90-day plan, it can sometimes feel ambiguous. In general, I define quick wins as easy-to-execute changes that either significantly improve performance or save the company money and resources. While quick wins will vary for each business, here are a few key areas to focus on: Budget Savings – Review budget line items and historical performance. Are there channels or campaigns with high spend but low results ...Read More

I approach a 30/60/90-day plan with this general framework in mind: In the first 30 days, focus on understanding the foundations of the business. By 60 days, start executing quick wins. By 90 days, establish a rhythm of proving impact and scalability. 30 Days: Lay the Foundation Understand the pitch – Listen to as many product demos as possible to grasp its value to customers. If it's a sales-led motion, listen to demos from different reps to identify common themes and patterns. Dive into the da ...Read More

I've had success working with DG agencies across paid media, operations, and lifecycle, as well as challenges, and have learned a few key strategies to make these relationships as productive as possible. Most importantly, when working with third parties, accountability is everything. Here is how I create it: Clear KPIs: Before signing a contract with a new agency, I require mutually agreed-upon KPIs so both parties have clear expectations from the start. These serve as a valuable reference point ...Read More

Think of the 30/60/90-day plan as a framework for onboarding and ramping up both yourself and your Demand Gen function. It shouldn’t be so rigid that you can’t adapt as you learn more about the company and its needs, but it also shouldn’t be so vague that it doesn’t help you or your manager with your initial roadmap. If it feels like it's not adding value, feel free to pivot. You might find another framework that works better for you than a 30/60/90-day plan. If you do decide to use one, here’s ...Read More