Strategy — 5 min read
The 90-day growth plan
Annual marketing plans age badly. A focused quarter with explicit trade-offs tends to outperform them.
Most marketing underperformance is not an execution problem. It is the result of too many simultaneous priorities, each resourced slightly too thinly to work.
A 90-day plan forces the uncomfortable part: deciding what will not be done. Three objectives, named owners, a budget per objective and a measurement definition agreed in advance.
We write the plan so that at the end of the quarter it is obvious whether it worked. That clarity is what makes the next quarter's decisions faster.
