You don’t need a 12-month roadmap. You need revenue.
If you’re a FinTech founder—especially at Seed or Series A—your runway is short, your team is lean, and your product is evolving by the week. Traditional marketing plans are too slow, too broad, and too complex.
That’s why we build everything around a 90-day Go-To-Market (GTM) plan. It’s fast, focused, and built for traction.
This article breaks down exactly how to launch or relaunch your GTM motion in 90 days—without wasting a dollar or a day.
🧠 Why 90 Days? Because Speed > Perfection
Here’s what 90 days gives you:
- Enough time to test channels, messaging, and positioning
- Short enough to force focus and urgency
- Real-time feedback from sales, customers, and the market
We’ve run this playbook for dozens of FinTech startups—from digital lenders to regtech platforms—and it works whether you’re going from zero to one or pivoting toward product-market fit.
📊 Phase 1: Diagnose & Inventory (Days 1–7)
Before you run campaigns, you need a clear picture of where you are.
What to Inventory:
- Positioning: Who is your ICP? What pain do you solve better than anyone?
- Funnels: What happens after someone hits your site, form, or reply?
- Assets: What do you already have (case studies, demos, landing pages)?
- Tools: CRM, outreach tools, analytics—what’s working or broken?
- Team: Who owns what? Do you have capacity to execute?
🔍 Pro Tip: Interview your last 5 deals (won or lost). Ask:
“What almost stopped you from buying?”
“What would’ve made this decision easier?”
That insight will shape everything.
🎯 Phase 2: Define the Plan (Days 8–14)
This is your sprint strategy. Keep it lean.
Key Elements:
- SMART Goals
- Specific, Measurable, Achievable, Relevant, Time-bound
- e.g., “Book 15 demos with ICP buyers in 30 days” or “Close $75K in net new ARR”
- Core Messaging
- 1 pain-based hook per ICP
- 1 credibility asset (case study, pilot offer, testimonial)
- Primary Channels
Choose 1–2 to focus on. For early FinTechs, these typically win:- Outbound Email + LinkedIn (fastest to test messaging)
- Partner Outreach (referral or integration co-selling)
- Paid Search (if intent volume is strong)
- Thought Leadership (if you’re a subject matter founder)
- Lead Handling & Follow-Up
- Calendar link? SDR? Founder-led sales?
- CRM stages? Auto-confirmation email? Speed to response matters.
🚀 Phase 3: Execute & Iterate (Days 15–75)
Now you move from strategy to sprints.
Weekly Rhythm:
- Monday: Set priorities, check metrics, assign tasks
- Tuesday–Thursday: Execute (outreach, content, paid, demos)
- Friday: Debrief wins/losses, update pipeline, gather feedback
What to Track:
- Outbound reply rate
- Demo bookings
- Show rate
- Time-to-first-response
- Lead → Opportunity conversion
🧠 Use AI to support execution:
- ChatGPT: Draft and personalize outbound copy
- Clay: Build enriched prospect lists with ICP filters
- Fireflies.ai: Record + summarize demo calls
- Motion: Auto-schedule deep work for founder-led sales
📈 Phase 4: Optimize & Scale (Days 76–90)
At this point, you’ll start seeing patterns:
- Which messaging converts?
- Which personas respond fastest?
- Where do leads fall off?
- Which offer drives urgency?
Now it’s time to:
- Double down on your top channel
- Improve lead follow-up and demo quality
- Create internal systems to hand off repeatable tasks (SOPs, playbooks, sequences)
- Shift budget or time to the winning motions
💡 Bonus: Add “social proof layers”
- Start mentioning wins in outreach
- Add logos or snippets to your email signature or CTA banners
- Share founder-led LinkedIn posts recapping customer outcomes
🛠 Sample 90-Day GTM Plan Template
| Week | Focus | Output |
|---|---|---|
| 1 | Inventory + Interviews | ICP, Messaging Brief, Audit |
| 2 | Strategy + Setup | 90-Day Plan, Lead List, Tool Prep |
| 3–4 | Launch Outbound & Top-of-Funnel | 100+ Emails + 20 DMs / Content Posts |
| 5–6 | Feedback Loop + Demo Refinement | Call Summaries, Objection Handling Doc |
| 7–8 | Channel Scaling | Paid Test, Partner Outreach, Referrals |
| 9–10 | Build Repeatability | Scripts, SOPs, CRM Workflows |
| 11–12 | Double Down on What Works | Invest in Winner Channels + Process Sync |
💬 Final Thought: Your GTM Plan Is a Campaign, Not a Constitution
You don’t need a massive document. You need a plan you can actually run—and adjust weekly.
The best GTM plans are living systems. They help you learn faster, close faster, and scale more intentionally.
Start with 90 days. After that? You’ll know what works. And what to do next.
🚀 Want Help Building Your 90-Day GTM Plan?
We build high-converting GTM systems for FinTech startups—positioning, outreach, follow-up, and pipeline.
- 📬 Subscribe to My Executive Brief — Weekly insights for founders on GTM, outbound, and AI tools.
- 🤝 Schedule a Discovery Session — Let’s architect your 90-day go-to-market strategy together.