What's a good way to think about, contextualize, and approach a 30/60/90 plan if you've never done one before, when you're new to demand generation?

Being new to demand generation makes this question difficult! If you are brand new, learn learn and learn some more. Look at the data - not just marketing data like open rates and click rates, but sales data as well. Understand how much pipeline is being generated, where it is coming from, what success looks like and where your current gaps to achieving success more often look like. Understand what things that marketing generates convert more, or convert less to pipeline. And then once you understand the numbers, it's time to talk to people to understand why the numbers are the way they are. Has no one ever focused on them before? Do they know the situations that work well, and those that do not? Are there historical reasons for the current structures and processes that contribute to those numbers? Then, decide which areas should be focused on. Pick 1 or 2 things per quarter only to focus on. That might be, "This quarter, we are going to work on increasing MQL volume. Our paid search campaigns are not optimized enough, so we'll start there." Or it might be, "We're generating a lot of leads for sales, but conversion is low! We need to bring that up by scoring our leads more and ensuring sales reps have a consistent follow-up cadence." So, to summarize, learn learn, and learn! Look at the data and talk to folks. Then, at 90 days, you should know what metrics need focus from you right away and can build a plan to address those.

I recommend thinking about the 30/60/90 plan as your roadmap or blueprint for success in your first 90 days. You are building a meaningful and purposeful plan to execute with measurable outcomes. This is your opportunity to demonstrate how you will fill the gap that you were hired for. This may mean as a net new role or as a backfill role that most likely evolved as part of the process.

You’ll also find that the 30/60/90 day plan helps keep you focused. When you start a new role and you are still getting your footing, this plan keeps you dialed in on the areas that matter. There is rarely a shortage of work but there will always be a shortage of time. These first 90 days are critical and need to be intentional.

See this as your opportunity to drive impact in a short amount of time. You’ll of course continue planning sessions throughout your tenure, but this initial plan will help you get settled in your new role.

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 the general structure I recommend:

• First 30 days: Focus on understanding the foundations of the business.

• By 60 days: Begin executing quick wins.

• By 90 days: Establish a rhythm of proving impact and scalability.