A 90-day go-to-market plan only works if it is practical and focused.
Most plans are too broad, too theoretical, or lack clear ownership. They end up sitting in slide decks instead of driving actual execution.
Over the years, I have developed a five-part framework for a 90-day GTM plan that simplifies the process and keeps everything pointed toward action.
Whether you are leading your first marketing role or rebooting a stalled growth motion, this go-to-market plan framework will help you move faster and stay accountable.
Need help applying this go-to-market plan framework to your current motion? Schedule a Discovery Call and we will help you build a plan that drives execution.
1. Start With an Inventory
Before you build anything new, you need to know what already exists. This inventory phase gives you clarity on the tools, systems, and assets that are in place—and what is missing.
Look at:
- Campaigns that are still active or recently ended
- Messaging frameworks that have already been tested
- Sales assets, email templates, or outreach playbooks
- CRM data and lead sources
- Tech stack across sales and marketing
- Existing team skill sets and roles
This information shows you where you have leverage, where you are duplicating effort, and what you can immediately activate without creating something new.
2. Define Clear SMART Goals
Your 90-day GTM plan needs structure. Setting SMART goals creates the constraints that make the plan executable.
Each goal should be:
- Specific
- Measurable
- Achievable
- Relevant
- Time-bound
Avoid vague goals like “generate more leads” or “build awareness.” Instead, define clear outcomes like:
- Generate 25 qualified leads by day 60
- Improve landing page conversion from 3% to 6%
- Publish 12 LinkedIn posts tied to our new positioning
- Book 15 discovery calls with ICP-fit contacts from outbound
These goals create focus. They tell the team what matters and help you measure progress as you go.
3. Build a Detailed Action Plan
Once the goals are clear, map out exactly how you will reach them.
Your action plan should answer:
- What are the core initiatives or campaigns?
- Who owns each one?
- What are the specific actions that need to happen?
- Do we have the right people or resources to execute?
This section turns your B2B GTM strategy into execution. It makes responsibilities visible and gives you a way to track accountability.
As you write it out, you will quickly see whether you have the capabilities you need—or if there are skill gaps that must be addressed.
4. Identify Quick Wins and Long-Term Plays
Every 90-day GTM execution plan should include both immediate results and foundational work.
Quick wins might include:
- Publishing refreshed messaging on your website
- Launching a focused outbound campaign to a warm list
- Booking early discovery calls with high-fit accounts
- Running a small paid test to validate a new offer
Long-term plays might include:
- Building out new nurture sequences
- Creating pillar content or deep-dive assets
- Establishing a new reporting structure or dashboard
- Running customer research to refine positioning
Mapping both categories keeps expectations realistic. It also ensures that while you are moving fast, you are also building toward something sustainable.
Read More: Why Building Systems Is Key to Scaling Your Sales
5. Outline Tools and Resources
Finally, make it clear what you are working with.
In this section, document:
- What platforms, tools, or systems are already in place
- What new tools you may need access to
- What existing content or creative assets can be reused
- Where you may need to request additional budget or headcount
- What internal support you can tap from other teams
This strategy avoids bottlenecks later and helps you prioritize resourceful execution. Use what is available first, and expand only where it creates measurable value.
A GTM Plan Is Only Useful If It Drives Execution
A good GTM execution plan is not measured by how polished it looks but by how clearly it moves your team to take action.
When you build a B2B GTM strategy using this five-part structure—inventory, SMART goals, action plan, quick wins, long-term plays, and tools and resources—you give your team the clarity, direction, and structure to move with speed.
Plans that work are simple, focused, and grounded in what is already true. Start with that, and the next 90 days will deliver more traction and less guessing.
Additional Resources
→ My Lead Generation Reading List
$100M Offers by Alex Hormozi
$100M Leads by Alex Hormozi
Expert Secrets by Russell Brunson
The Art and Business of Writing by Nicolas Cole
Founder Brand by Dave Gerhardt
Predictable Revenue by Aaron Ross & Marylou Tyler
The Challenger Sale by Matthew Dixon & Brent Adamson
→ My Sales & Marketing Stack
