Walking into a new marketing org as a fractional CMO means diagnosing fast and winning trust faster. This checklist covers what to gather, what to ask, and what to deliver first.
Week 1 — Access & Discovery
- Access CRM and pull MQL → SQL → closed-won funnel data
- Download last 6 months of campaign performance from ad platforms
- Review website analytics (top pages, traffic sources, conversion rates)
- Read last 5 sales calls or customer interviews (recordings or notes)
- Inventory all active campaigns, content, and brand assets
Week 1 — Key Questions
- What is the company's biggest marketing challenge right now?
- What channels have worked and which have been abandoned and why?
- How does marketing currently hand off leads to sales?
- What does the CEO consider a successful marketing outcome in 90 days?
- What is the current cost of customer acquisition by channel?
Week 2 — First Deliverable
- Produce a marketing funnel audit with conversion benchmarks
- Identify 3 highest-leverage opportunities (quick wins)
- Propose 2 channels to double down on and 1 to pause
- Deliver proposed OKRs for the next quarter
- Map the content gaps vs. buyer journey stages
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