30-60-90 Day Plan for B2B Product Marketers

Are you a new Product Marketing recruit, or a Marketing Leader hiring Product Marketers?

You’re likely tasked with defining overarching go-to-market strategy while achieving iterative and incremental growth optimization.

Execution against these goals differs from one team to another, but for many, Product Marketing Managers influence 5 core strategic functions:

1. Product Launches
2. Messaging
3. Competitive Analysis
4. Sales Enablement
5. Customer Experience

Here is a sample of a 30-60-90 Day Onboarding Plan addressing each value driver to accelerate onboarding and growth during the probationary period.

First Month

• Product Launch – Test new or existing products and features
• Messaging – Refine ICP and Persona factors for new and existing solutions
• Competitive Analysis – Trial or demo competitive platforms while gathering collateral and differentiating details from vendors’ sales reps
• Sales Enablement – Learn current sales processes and procedures
• Customer Experience – Review customer case studies and various use cases

Second Month

• Product Launch – Itemize deliverables necessary for a successful product launch
• Messaging – Draft solution’s value proposition or positioning statement for features
• Competitive Analysis – Gather publicly available information on product, pricing, usage, reviews, and marketing strategy
• Sales Enablement – Determine core strengths and areas of improvement 

• Customer Experience – Define beta testing framework and success metrics

Third Month

• Product Launch – Suggest features to implement for product roadmap
• Messaging – Map content to buyers’ journey of each ICP and persona for marketing campaigns 
• Competitive Analysis – Create competitive matrix comparing product, price, usage, and integrations
• Sales Enablement – Train sales teams on messaging, new releases, and competitive intelligence
• Customer Experience – Draft new case study describing situation, task, action and result

This blueprint is most effective for individually contributing Product Marketing Managers at Pre-IPO B2B SaaS companies.

Feel free to make a copy and modify based on your team’s needs and responsibilities. Stay tuned for best practices in the five core strategic functions!