Inconsistent marketing doesn’t mean you’ve failed. It means it’s time for a better plan.
If your marketing has been sitting on the back burner for too long, you’re not alone. Whether you’re juggling client delivery, managing internal teams, or simply unsure what to prioritize, it’s easy for marketing to slip into a pattern of stop-and-go.
But you don’t need a total overhaul. You need a straightforward 90-day plan.
We’re not talking about flashy campaigns or chasing every new trend. We’re advocating doing the right things, in the right order, with consistency.
Here’s how to reset and build real momentum.
Month 1: Assess and Align
Audit what’s working (and what’s not).
Pull together the last 6–12 months of activity. Email newsletters, LinkedIn posts, ad campaigns, your website. What drove leads? What fell flat? This is your starting point.
Revisit your goals.
Marketing doesn’t exist in a vacuum. What does success look like for your business this year? More inbound leads? Shorter sales cycles? Better visibility with a specific audience? Lock that in now.
Get to know your audience again.
Chances are, your ideal client has changed since you last checked in. Or at least how they make decisions has. Talk to your team, your sales reps, and ideally your clients. Find out what really matters to them today.
Month 2: Build a Strategic Foundation
Pick your top three priorities.
Here’s where most teams get stuck. They try to fix everything at once. Don’t. Choose three areas that will give you the biggest return, based on your audit. That might be tightening up your email strategy, cleaning up your website, or creating a social presence that doesn’t feel like a ghost town.
Create a 90-day plan.
Yes, it should fit on two pages. One page for strategy. One page for execution. This gives your team the focus they need to move with purpose and gives you a way to measure progress without overcomplicating it.
Assign ownership.
Even the best plan fails without accountability. Assign who owns what and when. If you don’t have in-house marketing leadership, this is where a Fractional CMO model comes in handy. You’ll get strategy, direction, and follow-through, all without hiring full-time.
Month 3: Execute with Consistency
Stick to the plan, no matter how busy you get.
This is the hardest part. Momentum doesn’t happen overnight. Marketing works when it’s consistent. Don’t panic if you don’t see results in week one. You’re building a system, not just launching a campaign.
Check in weekly, adjust monthly.
Have a short weekly meeting to review what has been done, what’s blocked, and what’s next. Don’t turn it into a brainstorm. Keep it tactical. Then, once a month, take a step back to assess what’s moving the needle.
Look ahead to the next 90 days.
By the end of this plan, you’ll be able to say what’s working and what your next move should be. Use this momentum to build the next round of strategy and execution. This is how long-term success gets built: one solid quarter at a time.
Marketing That Sticks Doesn’t Happen by Accident
If your marketing has been inconsistent, you don’t need more tools. You need a better plan.
Start small. Start smart. Build from there.
Want help creating your 90-day roadmap?
Kickstart your marketing with a strategic plan. Reach out to discuss how we can assist.
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Don’t miss these previous articles:
Why Your Marketing Struggles Might Come Down to the Wrong Hire
Which Marketing Model Fits Your Firm?
How to Run a One-Hour Marketing Check-in That Keeps Everything on Track
The 5 Most Time-Consuming Marketing Tasks (and How to Streamline Them)
