For SaaS companies, hiring a fractional CMO can accelerate go-to-market execution without committing to a full-time executive salary. However, impact doesn’t come from the title alone—it comes from a structured plan. This 30-60-90 day framework gives you a roadmap to maximize value from day one.
Why a 30-60-90 Day Plan Matters for Fractional CMOs
A clear plan:
- Sets expectations for measurable outcomes
- Helps align marketing with product roadmap and GTM strategy
- Establishes a cadence for performance review
Without structure, your fractional CMO may spend too much time “figuring things out” instead of moving the needle.
The First 30 Days – Audit, Align, and Establish
Key Objectives
- Business and Market Immersion
- Understand the product, ICP, and value proposition
- Review competitive landscape and positioning
- Study past GTM initiatives and performance metrics
- Marketing Audit
- Assess current marketing operations
- Review analytics, paid campaigns, content, and SEO performance
- Stakeholder Alignment
- Meet with founders, product leaders, and sales to align on KPIs
- Define what success will look like in 90 days
Deliverables in 30 Days:
- GTM readiness assessment
- Updated positioning statement
- Draft GTM priorities for next 60 days
The Next 30 Days (Days 31–60) – Strategy Design and Activation
Key Objectives
- Refine GTM Strategy
- Choose primary acquisition channels (PLG, SLG, or hybrid)
- Align content, campaigns, and outbound sequences with ICP
- Operational Setup
- Implement or optimize marketing automation
- Build dashboards for KPI tracking (GTM KPIs)
- Campaign Launch
- Run quick-win campaigns for demand generation
- Activate key content assets, such as SEO-driven blog posts
Deliverables in 60 Days:
- Channel-specific GTM playbooks
- Active campaigns across 2–3 channels
- Initial pipeline growth metrics
The Final 30 Days (Days 61–90) – Optimization and Scaling
Key Objectives
- Performance Review and Optimization
- Assess campaign ROI (conversion rate optimization insights)
- Refine targeting and messaging based on data
- Scale High-Performing Channels
- Increase budget or effort on best-performing campaigns
- Explore partnerships and influencer opportunities (influencer marketing in SaaS GTM)
- Handover or Long-Term Planning
- Build a growth roadmap for the next 6–12 months
- Transfer documented processes to the internal team
Deliverables in 90 Days:
- Optimized channel strategies
- Scalable growth plan
- Handover documentation
Best Practices for Implementing a 30-60-90 Day Plan
- Stay KPI-focused – Tie every initiative to a measurable metric
- Balance quick wins with long-term foundations
- Communicate frequently – Weekly check-ins maintain alignment
- Document everything – Ensures continuity when engagement ends
Example 90-Day Timeline for a SaaS Fractional CMO
| Phase | Focus Areas | Deliverables |
|---|---|---|
| Days 1–30 | Audit, ICP alignment, positioning review | GTM readiness report |
| Days 31–60 | Strategy finalization, campaign launches | Active campaigns, KPI dashboard |
| Days 61–90 | Optimization, scaling, handover | Growth plan, process documentation |
This framework positions your fractional CMO to deliver tangible results within 90 days—accelerating pipeline growth, refining GTM execution, and setting up your SaaS for sustained success.