Plan the first 90 days
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Download the editable first 90 days marketing leadership checklist
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Establish the starting conditions
Confirm the sponsor, authority, team responsibilities and relevant system access. Review existing commitments and time-sensitive decisions. Reconcile basic customer, lifecycle and performance definitions so the new leader is not building a plan on inconsistent reports.
Choose a small set of useful outputs
Connect the business question to customer evidence, targeting, positioning, execution and measurement. Prioritize dependencies and assign owners. A clear qualification agreement or tested message can be more useful than a large strategy document when it resolves the current operating constraint.
Review learning and continuity
At each checkpoint, record what changed, what remains uncertain and which decision comes next. Agree what documentation and ownership will remain with the team. The 90-day structure is a planning reference; it does not promise that every engagement can complete the same work or produce a particular commercial result in that period.
Put the decision into practice
- Confirm mandate and authority.
- Review evidence and definitions.
- Prioritize dependencies.
- Assign outputs and review dates.
- Document continuity and the next decisions.
Bring the business question, the evidence already available and the constraints that matter. Discuss your next step with Nancy Chou.