Your First 90 Days as CMO: Strategic Checklist to Hit the Ground Running

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Marketing Isn’t Magic—It’s Math (With Better Fonts)

Let’s get one thing straight: marketing isn’t a mystical art practiced by hoodie-wearing wizards whispering to the algorithm gods. It’s not a vibe. It’s not a TikTok dance. It’s not even “going viral” (whatever that means anymore—your grandma’s banana bread recipe went viral in 2020, and she’s not a CMO).

Marketing is math. It’s strategy. It’s systems. It’s spreadsheets with soul. And if you’re not treating it like a business function with KPIs, ROI, and a plan that doesn’t rely on “hope” as a tactic, then you’re not doing marketing. You’re doing improv. And unless your name is Tina Fey, that’s a problem.

The Myth of the Marketing Unicorn

Somewhere along the way, we started believing that great marketing is about finding a unicorn—a single campaign, channel, or influencer that will magically 10x your business overnight. Spoiler alert: unicorns aren’t real. And if they were, they’d charge a $50K monthly retainer and ghost you after two weeks.

Instead of chasing mythical creatures, let’s talk about building a marketing engine that actually works. One that’s predictable, scalable, and—dare I say—profitable.

The Revenue-Backed Marketing Framework

Here’s a simple framework I use with clients who are tired of throwing spaghetti at the wall and calling it strategy:

1. Define the Business Goal: Not “get more awareness.” That’s not a goal, that’s a wish. Try “increase qualified leads by 30% in Q3.” Now we’re talking.
2. Map the Funnel: Awareness → Consideration → Conversion → Retention → Advocacy. If you don’t know where your prospects are falling off, you’re just guessing. And guessing is for game shows, not growth plans.
3. Assign Metrics That Matter: Vanity metrics are like empty calories—fun in the moment, but they won’t build muscle. Focus on CAC, LTV, conversion rates, and pipeline velocity.
4. Test, Learn, Optimize: Run experiments. Kill your darlings. Double down on what works. Rinse and repeat. Marketing is a lab, not a lottery.

Truth Bomb:

“If your marketing strategy can’t be explained on a whiteboard with numbers, it’s not a strategy—it’s a mood board.”

Case Study: The SaaS Startup That Stopped Chasing Likes

One of our clients—a B2B SaaS company we’ll call “SaaSy McSaaSface”—was spending $20K/month on social media content that got tons of likes but zero leads. Their CEO was thrilled every time a post hit 1,000 likes. Meanwhile, the sales team was eating ramen and praying for inbound.

We audited their funnel and found that their blog (which they hadn’t updated since the Obama administration) was actually driving more qualified traffic than their Instagram. We reallocated budget to SEO, built a lead magnet that didn’t suck, and launched a retargeting campaign that followed prospects like a clingy ex.

Result? 3x increase in MQLs in 60 days. And the CEO finally stopped asking if we could “do more memes.”

Marketing Tips You Can Use Before Your Coffee Gets Cold

Stop measuring impressions. Start measuring intent. A million eyeballs mean nothing if none of them blink at your CTA.
Build a content strategy that maps to the funnel. Top-of-funnel content should educate. Mid-funnel should persuade. Bottom-funnel should convert. If your blog reads like a TED Talk but your product page reads like a ransom note, fix it.
Use UTM parameters like your life depends on it. Because your attribution model kind of does.
Automate the boring stuff. If you’re still manually sending nurture emails in 2024, I have questions. And a time machine to sell you.

Why “Going Viral” Is a Terrible Strategy

Let’s retire the phrase “go viral,” shall we? It’s the marketing equivalent of “let’s circle back.” Vague. Overused. And usually a sign that no one has a real plan.

Virality is a byproduct, not a strategy. It’s like trying to get rich by buying scratch tickets. Sure, it might happen. But wouldn’t you rather build a business that doesn’t rely on luck and a trending sound on Reels?

Instead, focus on consistency, clarity, and conversion. That’s the holy trinity of modern marketing. Not “vibes, virality, and vague goals.”

The CMO’s New Job Description

Today’s CMO isn’t just the brand whisperer or the color palette police. You’re the growth architect. The revenue partner. The person who can walk into a boardroom and explain how $1 in marketing spend turns into $5 in revenue—without using interpretive dance.

So if your marketing plan still includes phrases like “let’s just get our name out there” or “we need to be on TikTok because everyone else is,” it’s time for a rewrite. And maybe a stiff drink.

Final Word: Make Marketing Make Money

Marketing isn’t about being the loudest voice in the room. It’s about being the most relevant. The most strategic. The most aligned with what actually drives business outcomes.

So ditch the fluff. Embrace the math. And remember: the best marketing doesn’t just look good—it performs like a caffeinated sales team with a quota to crush.

Now go build a funnel that doesn’t leak like a dollar store inflatable pool.