PART 10 · Working together
The First 90 Days With an Outsourced CMO
The first 90 days should establish the diagnosis, put agreed priorities into action and create a useful review process. The sequence below is a planning framework, not a promise of campaign results or a required contract term.
First: build a reliable starting point
Review your goals, offers, ideal clients, service area, capacity and available performance information. Identify account access, tracking gaps, brand assets and approvals that may affect delivery. Record what is known and which conclusions still rely on assumptions.
Agree the priority problem before planning a long list of tactics. For a venue, that might be weak tour conversion. For a planning firm, it might be a mismatch between the portfolio and the investment level of incoming leads. Different problems call for different work.
Next: implement the agreed priorities
Turn the plan into a delivery schedule with an owner for each task. Prepare the messaging, content, landing pages or follow-up included in the engagement. Confirm advertising budgets separately and establish a clear path for approvals.
Launch timing depends on assets, technical access, platform reviews and your team’s decisions. A useful partner will make those dependencies visible. Ask what can move ahead now, what is blocked and what information would resolve the next decision.
Then: review the evidence
Review the measures connected to the work actually launched. Early evidence may include accurate tracking, completed content, qualified leads or improved follow-up coverage. Bookings can take longer to evaluate, especially when the sales cycle extends across several months.
Separate work completed from commercial outcomes. Neither a full content calendar nor a strong click-through rate proves that the booking goal has been met. Use the available evidence to decide what to continue, change or stop.
Decide what the business needs next
At the review, choose between continuing leadership, changing the scope or taking agreed processes in-house. If your team will take over, plan the transfer of working documents, account permissions and recurring responsibilities. Do not leave a critical campaign without a named owner.
BMG’s services renew month to month. You can use the engagement to establish direction and systems, then decide whether to keep the team involved. Confirm your next renewal and cancellation terms when making that decision; the 90-day roadmap does not create a separate three-month commitment.