What a fractional CMO owns in the first 90 days

Days 1 to 30: read and decide

Start with the economics: revenue, margin, CAC and payback by channel. Audit tracking and the technical base. Interview sales, support and the founder. End the month with a ranked list of where growth is leaking and a first-draft plan.

Days 31 to 60: set the plan and the scoreboard

Agree the offer, the channel mix and the KPI tree. Agree success metrics in writing. Fix tracking so every result can be trusted. Set the weekly cadence and the first round of experiments.

Days 61 to 90: run it

The first experiments report. Budgets move toward what returns above break-even. The first board report goes out. The team knows who owns what.

What the CMO owns

• The plan: strategy, positioning and the offer ladder.
• The budget: allocation and the return on it.
• The team: who does what, and what good looks like.
• The reporting: the numbers the board sees and the decisions they take.

Where I have done it

I hold the CMO role at Xnexz, Stayverz and Guestshouse.co.uk. At Lead Academy, the omnichannel funnel I built took monthly revenue from £3,900 to £33,600 within a year.