A useful 90-day plan is not a compressed annual strategy or a list of campaigns. It is a decision system that connects one commercial outcome to a small number of plays, evidence, ownership, and a weekly rhythm.

1. Define the quarter in one sentence

Write: “For [customer], we will improve [commercial behavior] from [baseline] to [target] by [date], by addressing [primary constraint].” Use one outcome that matters to the business and can be influenced within ninety days.

  • Include a baseline and target.
  • Name the customer segment explicitly.
  • State the constraint, not merely the symptom.
  • Add guardrails such as margin, retention, or lead quality.

2. Select no more than three plays

A play is a coordinated attempt to change the outcome, not a channel task. For each play, record the insight, reason to believe, owner, leading indicator, milestones, dependencies, and the decision you expect to make.

  1. List all candidate plays.
  2. Score each on impact, evidence, speed to learning, and effort.
  3. Choose the smallest portfolio that covers the constraint.
  4. Write what will stop or wait.

3. Turn plays into weekly evidence

Define what must be true by days 30, 60, and 90. The first month should reduce uncertainty, the second should prove repeatability, and the third should consolidate the operating system or make a clear stop decision.

4. Use a 30-minute review

Review the outcome forecast, leading indicators, new customer evidence, experiments completed, risks, and decisions required. Change actions when evidence changes; change the quarterly outcome only when the underlying context materially shifts.

  • What did we learn?
  • What changed in the forecast?
  • Which assumption is now weakest?
  • What will we do differently before the next review?
The useful part

What to take into your next growth conversation

  1. 01Define one commercial outcome for the quarter.
  2. 02Choose no more than three plays that can materially influence it.
  3. 03Review evidence weekly and change actions without casually changing the goal.
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