What are some examples of "quick wins" you should aim for in the first 90 days?

When you first start in a demand generation role you are going to be “drinking from the fire hose”, but typically right around the 90 day mark details start to click. There will be some areas that are obvious elements to plan and some that are “quick wins”. From my perspective, below you’ll find 3 examples that usually are a given across industries, the size of the organization, and the level of the role.

• Gaps in tracking. I will consistently find some form of a gap in tracking and reporting. This may take the form of reporting enhancements too.
• Audit campaigns. For campaigns currently running, obvious gaps will become apparent to fix (e.g., targeting the globe versus targeting the location that you are focused on).
• Clarity. Clarity and documentation around roles, processes, and expectations. This may take a different form depending on your role, but clarity is necessary.

The main takeaway is for you to trust there will always be quick wins in any new role. The idea of a fresh set of eyes isn’t to poke holes in a strategy, but to give a new perspective. You’ll find oftentimes it is fairly straightforward to provide some quick wins.

As a Demand Gen Marketer, you need to make sure that your 30/60/90 day plan is skewed towards learning about the company/space. The more time you can devote to understanding the business/space/customer, the better you'll be at your job in the long run.

That said, I do sprinkle these "quick wins" into my 30/60/90 plan to ensure I'm moving performance in the right direction. I find the campaigns below to be low-effort yet impactful.

1. Run an a/b test on your website's pricing page. Chances are this is one of your best-performing pages when it comes to traffic and impact on conversion. Test something above the fold and you should come to statistical significance within ~45 days. 
2. Send out a closed-lost/expired MQL survey. Ask every MQL that didn't convert in the last 3 months to complete a survey in exchange for a $20 Amazon/Starbucks gift card. The questions should be geared towards learning what initially made them interested in your product and why they didn't end up purchasing. Make sure you ask them if they went with a competitor and if so who. If they didn't purchase another product, re-route them to the sales team with their survey answers. If they did, tag them in your CRM to follow up in 9 months.
3. Run an email campaign that generates new reviews. Determine your business's most important keyword that you currently don't rank on page 1 for. Identify the review site (G2, Sofware Advice, etc) that is ranking the highest for that term and ask your customers to write a review on that site. Pull a list of customers with NPS scores of 9/10 and send them an email prompting them to review in exchange for a gift card. While you might not currently rank for that important search term, you can be visible on the website that ranks for it. 

5 things I would consider quick wins within 90 days are: 

1. Understanding challenges in the market and what differentiates your product in solving them. 
2. A solid grasp of average deal sizes, time to close, and past 3 years of sales metrics and goals.
3. Completing a detailed analysis of past Demand Generation campaigns for successes, failures and most profitable ROI.
4. Received feedback on previous campaigns from cross-functional stakeholders and took a "needs assessment" to help them be more successful. 
5. And lastly, and probably the most obvious, begin generating a pipeline with a solid 6-month plan. 

Alignment with sales. A good mentor of mine encouraged me to "break bread" with sales - not just leadership, but with reps also. I also can't underestimate the importance of sitting in on some sales calls, but also speaking to several clients - and if possible, visiting them in person. It's easy, and not necessarily a bad thing, to focus on the quick wins like tightening your programs, improving your digital programs, etc. - but the best thing you can is build confidence in the organization that you are focused on the right things.

Quick wins will look different from organization to organization, depending on the company's need and stage. As you engage with different teams in the first few weeks, you will get clarity on where the fires are. Some quick wins can look like:

• Revamp Email messaging: Do you need to revamp the email templates?

• Build Customer advocacy: Are there no customer stories?

• Upgrade Call scripts: Are the call scripts used by SDRs outdated?

• Update content: Does the website have old outdated content?

• Repurpose content: Is the content always long form, can it be repurposed into blogs or byte-sized quotes for quick consumption?

• Website retargeting: Do you want to re-target website visitors?

• Improve conversion: Do you want to focus on improving conversion?