How a 30-60-90 Plan Can Boost Marketing Success by Aligning KPIs, Content Generation, and Sales Productivity

In this article, I discuss the significance of a 30-60-90 plan for marketing professionals focused on empowering the sales team with content and qualified leads while achieving key performance indicators (KPIs). Essentially, a 30-60-90 plan is a strategic roadmap that outlines the objectives and goals for the first three months of a new job. When starting a new role, having a well-defined plan can help you navigate a new setting, aligning with the organization's objectives, and driving success.

Understanding Key Performance Indicators (KPIs)
Key Performance Indicators (KPIs) are measurable values that show how well you achieve specific goals. As a marketing leader, you need to identify the KPIs that align with the overall sales and business objectives. These may include metrics such as sales revenue, conversion rates, lead generation, content utilization, and sales cycle length. By establishing baseline metrics and setting realistic targets for these KPIs, you can have a clear benchmark for measuring progress and success.

30 Days: Setting the Foundation
In the first 30 days, you should meet with key stakeholders such as sales leaders, marketing teams, and other relevant departments. These interactions will help you gain insights, understand expectations, and build relationships. Additionally, conducting extensive research on the company, its products and services, and the target customers will give you a deeper understanding of the organization's unique value proposition.

During this phase, you should assess the current sales enablement processes and tools. Identify gaps or inefficiencies that hinder sales productivity and develop strategies to address them. Lastly, creating a content inventory allows you to assess the existing materials and identify gaps or areas that require improvement.

60 Days: Developing Strategy and Execution
In the second phase of the 30-60-90 plan, it's time to develop a strategic roadmap for sales enablement. This involves defining specific goals aligned with the organization's overall sales objectives, focusing on improving sales productivity, increasing revenue, and enhancing customer engagement. Collaborating closely with the sales and marketing teams is vital to ensure alignment and establish shared goals.

Developing a content generation plan is necessary during this period. Assess the needs of the sales team, understand the buyer's journey, and create relevant content for each stage. This may include educational materials, case studies, customer testimonials, and sales training resources. Additionally, implementing sales enablement technologies, such as CRM systems, content management platforms, and analytics tools, can streamline processes, measure effectiveness, and enhance efficiency.

90 Days: Evaluating and Optimizing
At the 90-day mark, it's time to evaluate the effectiveness of the implemented strategies and make necessary improvements. Analyze the previously identified KPIs to assess progress and identify areas that require adjustment. By measuring the impact of the implemented sales enablement initiatives, you can track improvements and identify gaps or areas for further optimization.​

Refine the content generation strategy based on feedback from the sales team and customers. Continuously analyze content utilization, feedback, and sales performance data to optimize and align content offerings with buyers' needs and preferences. Regularly providing feedback to key stakeholders also ensures ongoing collaboration and reinforces the sales enablement efforts within the organization.

Conclusion
A 30-60-90 plan provides a clear roadmap for success in a new role. By focusing on KPIs and content generation, marketing can align their efforts with the organization's objectives, drive sales productivity, and enhance customer engagement. By consistently evaluating, refining, and optimizing the plan, sales enablement managers can create a sustainable cycle of continuous improvement and maximize their impact on the organization's overall success.

Contact Michael Rohde