An effective 30-60-90 will help you make progress across 3 pillars:

What is your point of view on the company's current market standing? Where are there future opportunities?
How do you define and establish the PMM function?
How do you create scalable, repeatable processes for GTM success?

The first 30 days are all about discovery. It's about deeply understanding the business, marketing fundamentals, and product.

What are my company's business priorities? Why? What are some of the KPIs that our company cares about?
What market does my company play in? Who else competes in that space?
Who are our customers? What are their jobs to be done? Not only should you be reading up on market reports, you should take the time to set up interviews (with both existing customers as well as churned).
What does our product do? How does it work? Why does it matter for our customers (i.e. what value does it deliver)?
What is our current GTM motion? What has worked well to date? What hasn't worked as well? Take the time to meet with your cross-functional stakeholders in sales, sales enablement, product, and the extended marketing team to understand their challenges and priorities.

By the end of the first 60 days, you can use all of that investigative work to codify your roles & responsibilities, cross-functional processes, and methods for communicating with stakeholders. You can draft up a roadmap for key initiatives (launches, campaigns, collateral refreshes, etc.) to address gaps in your GTM, and get started on some of the urgent and important ones.

At the end of the first quarter, you should have a comfortable grasp on what you need to do to take your product to market, who you should work with, and how to execute on your key initiatives. You'll also have some learnings from the initiatives you've embarked on in month 2 (for example, let's say you wanted to start the company's first-ever product release blog -- what did you learn from that, how would you do it better for the future?).

The exact initiatives that you choose to undertake will totally depend on the priorities of the business and stakeholder input. While I've given some general advice above, the most important thing is to be adaptable! Check in at the end of the month (with yourself and your stakeholders) -- ask if anything should be adjusted, and re/de-prioritized based on what you've learned.

Sherry Wu

AMA: Gong Director of Product Marketing, Sherry Wuon Product Marketing 30/60/90 Day Plan

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AMA: Gong Director of Product Marketing, Sherry Wu
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