Operating Framework · First 90 Days

Diagnose.
Stabilize.
Scale.

How I walk into a marketing system, find the constraints, and build momentum without thrash.
Useful early. Compounding over time.

See the Plan View Work

30

Days to diagnose

60

Days to stabilize

90

Days to scale

1

Operating system

— The Sequence

A practical 90-day operating plan.

The exact roadmap depends on the company, but the sequence usually does not: understand the system, fix the leaks, then scale the programs and workflows that create measurable leverage.

Days 1-30

Diagnose the system

Build the map before changing the machine. The goal is to understand what is true, what is noisy, and where the biggest constraints live.

Audit funnel, lifecycle, CRM, forms, UTMs, routing, paid media, SEO, website paths, and reporting.
Interview stakeholders across marketing, sales, operations, product, analytics, and leadership.
Establish baseline metrics for leads, conversion, pipeline, retention, channel efficiency, and campaign velocity.
Separate urgent fixes from strategic improvements so the team can move without thrash.

Days 31-60

Stabilize execution

Fix the leaks that make marketing feel slower, harder, or less measurable than it needs to be.

Clean up tracking, naming conventions, lead routing, campaign QA, dashboard logic, and lifecycle gaps.
Standardize intake, briefs, launch checklists, campaign calendars, and reporting rhythms.
Prioritize improvements by business impact, effort, confidence, and dependency risk.
Give leadership a clear operating roadmap with tradeoffs, owners, and decision points.

Days 61-90

Scale what works

Turn early fixes into repeatable operating systems the team can keep using after the first sprint is over.

Launch or refine lifecycle, nurture, webinar, referral, content, paid, or sales-assist programs.
Build reusable playbooks for campaign planning, attribution, reporting, and retrospectives.
Automate manual workflows only after the process is clear enough to trust.
Deliver a 90-day readout: what changed, what improved, what remains risky, and what to do next.

— Audit Surface

Where I look first.

I am looking for the few places where better systems change the whole output curve: cleaner data, fewer manual handoffs, faster campaigns, and more useful reporting.

CRM & Lifecycle

Segmentation, nurture logic, lead scoring, routing, sequences, suppression rules, and sales handoff quality.

Attribution & Reporting

UTMs, hidden fields, source taxonomy, dashboards, conversion definitions, and leadership readouts.

Paid & Owned Channels

Campaign structure, audience strategy, creative feedback loops, landing paths, budget allocation, and ROI visibility.

Website & SEO

Information architecture, conversion paths, technical SEO, content quality, search intent, and AI-search visibility.

Campaign Operations

Briefs, calendars, launch QA, approvals, retrospectives, stakeholder alignment, and velocity constraints.

Martech Stack

Platform fit, integrations, duplicated tools, data flow, adoption gaps, vendor risk, and automation opportunities.

Content Engine

Topic selection, funnel coverage, distribution, repurposing, review workflows, and content-to-conversion paths.

Team Workflow

Ownership, priorities, meeting cadence, documentation, decision rights, and how work moves from idea to shipped.

— Operating Principles

How I make decisions.

My bias is practical: improve the system, make it measurable, and keep the team focused on work that compounds.

01

Instrument before optimizing.

If the data cannot explain what happened, optimization becomes opinion with a dashboard attached.

02

Do not automate broken processes.

Clarify the workflow first, then automate the parts that create repeatable leverage.

03

Make reporting decision-ready.

A good readout should show what changed, why it matters, and what decision is needed next.

04

Connect activity to outcomes.

Campaigns, content, paid media, and lifecycle programs need a visible path to pipeline, revenue, retention, or customer growth.

What a team gets quickly

A clear map of the current marketing system, cleaner measurement, prioritized fixes, faster campaign execution, and a practical roadmap that leadership can evaluate without guessing.

What compounds over time

Better lifecycle programs, fewer manual handoffs, stronger attribution, reusable playbooks, cleaner team habits, and a marketing engine that gets more useful every quarter.