Starting a new CMO role is exciting – and a little daunting. Whether you're stepping into a fast-paced scale-up or a more established org, those first 90 days are crucial for setting the tone, earning trust, and laying the foundation for long-term impact.

This framework is built to help you hit the ground running. Designed specifically for new CMOs, it breaks your first 90 days into three actionable phases – Listen & Learn, Align & Strategize, Execute & Embed – so you can get oriented quickly, build influence, and start delivering results.

What is a CMO 90-day plan?

This is more than a checklist – it’s a strategic roadmap for your first three months in the CMO seat. The template is structured around core objectives that every marketing leader needs to master early on:

  • Build trust with your executive peers
  • Audit your team, tech, and tactics
  • Uncover hidden gaps (and some quick wins)
  • Craft a compelling narrative for marketing’s role
  • Align the team around priorities
  • Deliver early impact to prove value

Each phase is packed with goals, suggested activities, deliverables, and real-world tips – plus pre-built tables and dashboards you can make your own.

Who is it for?

This template is made for:

  • Newly appointed CMOs – especially those in B2B, SaaS, or high-growth companies
  • Marketing leaders stepping into VP roles and looking to structure their first few months
  • Founders hiring their first marketing lead, who want to understand what a high-performance 90-day onboarding could look like
  • HR or Chief of Staff teams looking to better onboard senior marketing hires

How to use the framework

Think of this framework as your co-pilot for the first 90 days. Here's how to put it to work:

  1. Start with the overview: It’ll give you a feel for how to pace your plan: the first month is all about listening and absorbing, month two is for building alignment, and month three is where you show the team what you’re made of.
  2. Plug it into your calendar: Each section comes with suggested timelines – like when to launch a dashboard, host a team offsite, or build a stakeholder map.
  3. Customize for your org: Whether you're inheriting a 30-person team or starting from scratch, the template's flexible enough to scale up or down.
  4. Use the built-in deliverables: From stakeholder influence maps to campaign scorecards, you’ll have a full suite of tools to show impact and signal direction – fast.
  5. Stay visible: There’s even a comms plan to help you build trust, keep execs in the loop, and rally your team around a shared vision.

Download your 90-day plan

CMO first 90-day plan template
CMO first 90-day plan template
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CMO first 90-day plan template
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CMO first 90-day plan template
CMO first 90-day plan template Overview This template is designed to help new Chief Marketing Officers (CMOs) navigate their first 90 days in a new role. It’s structured around the key objectives: listen, learn, align, plan, and start executing with intent. Each section includes a rationale to h…
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