90-Day Work Plan: A Framework for Marketing Execution

Introduction

One of the most common mistakes in marketing is starting without a clear plan. Weeks go by, tasks pile up, and results are slow to arrive. A 90-day work plan provides a clear framework to organize priorities, assign resources, and measure progress from day one. In this article, we explain how to build one and how we use it with our clients at Coordenadas.

Why 90 days?

90 days is the ideal time frame for marketing: short enough to maintain focus and urgency, but long enough to implement, measure, and adjust strategies. It aligns with quarterly business cycles and allows for natural evaluation and course correction.

Plan structure

Phase 1: Diagnosis and foundation (days 1–30)

Goal: Understand the current situation and establish the baseline.

• Comprehensive audit: website, SEO, social media, ads, sales funnel.
  
  
• KPI definition and measurement setup (Google Analytics, CRM, dashboards).
  
  
• Competitive analysis and market positioning.
  
  
• Definition of target audience and buyer persona refinement.
  
  
• Establish priorities and quick wins (high impact, low effort).
  
  

Phase 2: Implementation and optimization (days 31–60)

Goal: Execute planned actions and optimize based on data.

• Website: implement improvements from audit.
  
  
• Content: start editorial calendar with SEO-optimized articles.
  
  
• Social media: launch or restructure profiles with consistent strategy.
  
  
• Paid ads: launch initial campaigns with testing budget.
  
  
• Email marketing: set up automation sequences (welcome, follow-up, reactivation).
  
  

Phase 3: Scaling and consolidation (days 61–90)

Goal: Scale what works and consolidate processes.

• Ad scaling: increase budget on best-performing campaigns.
  
  
• Content optimization: double down on highest performing pieces.
  
  
• Systematization: document processes for continuity.
  
  
• Results report with learnings and next quarter recommendations.
  
  

Tools we recommend

• Project management: Notion, Asana, Monday.com
  
  
• Analytics: Google Analytics 4, Looker Studio
  
  
• CRM: HubSpot, Salesforce
  
  
• Design: Canva, Figma
  
  
• Automation: Make.com, Zapier
  
  

Common mistakes and how to avoid them

1. Taking on too much at once: Focus on 3–5 key priorities per phase.
   
   
2. Not measuring from day one: Without baseline data, you cannot prove results.
   
   
3. Lack of stakeholder alignment: Ensure the team and client agree on priorities.
   
   
4. Not adjusting the plan: A plan is a guide, not a contract. Adapt based on data.
   
   

Conclusion

A 90-day work plan provides the clarity and structure needed to execute marketing effectively. It turns strategy into action and ideas into measurable results. At Coordenadas, we use this framework with every client to ensure we start right and deliver results from month one.

Download our 90-day plan template or contact us to build one for your business.