A fractional CMO engagement succeeds or fails in the first 30 days. This checklist ensures you get the right access, understand the pipeline, and set clear marketing priorities.
Access & Assets
- Brand asset folder (logos, fonts, color palette, guidelines)
- CRM access (HubSpot, Salesforce, or equivalent)
- Google Analytics and Search Console access
- Paid ads accounts (Google Ads, LinkedIn, Meta)
- Social media management tool access
30-Day Priorities
- Audit current marketing funnel and conversion rates
- Review ICP (ideal customer profile) definition
- Map content inventory (blog, case studies, landing pages)
- Interview 3–5 current customers (win/loss review)
- Identify top 3 marketing attribution gaps
60-Day Milestones
- Deliver go-to-market strategy document
- Establish marketing OKRs tied to revenue targets
- Launch or optimize top-of-funnel lead gen program
- Implement UTM tracking and attribution model
- Define content calendar for next quarter
90-Day Deliverables
- Marketing dashboard with leading and lagging indicators
- Brand messaging framework and positioning statement
- Demand gen playbook for top two channels
- Competitive positioning map
- Board-ready marketing update template
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