After working with 12 startups as a fractional CMO, I've developed a repeatable 90-day playbook that consistently delivers results.

Most fractional CMOs fail because they try to boil the ocean. They come in with big ideas but no systematic approach. This playbook changes that.

Days 1-30: Audit & Quick Wins

Week 1: Deep Dive Discovery

The first week is all about listening and learning:

  • Interview every team member
  • Audit all existing marketing assets
  • Review past 12 months of data
  • Map the customer journey
  • Identify quick wins

Week 2-3: Stop the Bleeding

Fix what's obviously broken:

  • Kill zombie campaigns (anything with <1% conversion)
  • Fix tracking and analytics
  • Clean up the CRM
  • Audit and optimize ad spend

Week 4: Present Initial Findings

Deliver a comprehensive audit presentation covering:

  • Current state analysis
  • Competitive landscape
  • Immediate opportunities
  • 90-day roadmap

Days 31-60: Foundation Building

Marketing Stack Optimization

Implement the core tools:

| Tool Category | Recommended | Cost | |--------------|-------------|------| | CRM | HubSpot | Free-$800/mo | | Analytics | GA4 + Segment | Free | | Email | ConvertKit | $29-299/mo | | Attribution | Triple Whale | $129/mo |

Team Structure

Define clear roles and responsibilities:

  • Content: Who owns the blog?
  • Paid: Who manages ads?
  • Product Marketing: Who talks to customers?
  • Analytics: Who owns reporting?

Days 61-90: Scale What Works

Double Down on Winners

By day 60, you know what's working:

  • Scale winning ad campaigns
  • Expand successful content themes
  • Replicate high-converting landing pages
  • Automate repetitive tasks

Metrics That Matter

Focus on these KPIs:

  1. CAC Payback Period - Should be <12 months
  2. Marketing Qualified Leads - Track weekly
  3. Pipeline Velocity - Days from lead to close
  4. Channel ROI - Which channels actually drive revenue?

The 90-Day Results

Typical outcomes from this playbook:

  • 40% reduction in CAC
  • 2.5x increase in qualified leads
  • 60% improvement in conversion rates
  • Clear roadmap for next 12 months

Key Lessons

  1. Audit before action - Don't change anything week 1
  2. Quick wins build trust - Show value fast
  3. Systems over tactics - Build repeatable processes
  4. Data drives decisions - Track everything
  5. Communication is key - Weekly updates to stakeholders

Ready to implement this playbook? Let's talk about your specific situation.

Keep Reading

Want to dive deeper into growth strategies? Here are three posts that complement this fractional CMO approach:

1. How One Cold Email Generated $200K

The exact template and strategy that landed a six-figure enterprise deal in 14 days. Perfect for implementing the outreach tactics in your first 90 days.

2. The $0 Marketing Stack That Got Us to $1M ARR

Every free tool we used to build a seven-figure business. Essential reading for fractional CMOs working with budget constraints.

3. 10 B2B Growth Experiments That Actually Worked

Real experiments with real data from scaling B2B startups. Learn which growth tactics actually move the needle for your clients.