# Create a marketing strategy for the next 90 days

> A practical 90-day plan for businesses that want to prioritise their marketing. Choose goals, clarify responsibilities, and connect actions to sales and capacity.

By Media Access. Published: 2026-09-09. Updated: 2026-09-09.

Original: [Create a marketing strategy for the next 90 days](https://mediaaccess.no/en/aktuelt/markedsstrategi-for-de-neste-90-dagene/)

A marketing strategy should help you make decisions. Who do you want to reach, why should they choose you, and what needs to happen for the effort to create value? If the plan does not answer that, it can easily become just a list of activities.

We recommend combining a long-term direction with a defined working window. The next 90 days can be a useful starting point. The model below is a suggested way of working that should be adapted to the company’s sales process, seasonality, and capacity.

## What you will learn

- Choose one primary goal and a small number of supporting goals you can follow up on.
- Give each initiative a rationale, an owner, and a review date.
- Use insights from sales and operations when deciding what to continue.

## Choose one primary goal for the period

A goal should describe a desired change for the business. More relevant enquiries from a specific customer type are easier to prioritise around than a general wish for greater visibility. At the same time, clarify how you will distinguish a good lead from the rest.

For a business with a long sales process, 90 days may be too short to assess completed sales. In that case, you can track qualified meetings, proposals, or progress through the sales process. Use metrics that make sense for your situation, and write down the assumptions before you start.

## Gather what you know about the customer

Talk to the people who meet customers. What triggers the need? Which objections come up repeatedly? Why do some choose you, while others do not move forward? The answers can provide a better starting point than beginning with a list of advertising channels.

Also look at practical constraints. Which services do you currently have the capacity to deliver? Which enquiries can you follow up on quickly? A marketing plan should fit your operations so new opportunities can actually be acted on.

## Choose a small number of initiatives with a clear purpose

Give each initiative a place in the customer journey. A service page can explain the offer, an article can help the customer understand the need, and an ad can make the offer visible. Ask what needs to be in place for the next step to work.

One hypothetical example is an accounting firm that wants to reach more growing businesses. Before increasing its advertising budget, the firm could describe the switching process on its website and clarify who follows up on new enquiries. The point is to remove a specific obstacle for the customer before driving more traffic.

## Distribute the work across the period

Use the plan as a working model. Some initiatives require more preparation, and it is completely normal for follow-up and execution to overlap. The most important thing is to know what you need to learn before the next decision.

Suggested first 90-day work plan

| Period | Work | Decision |
| --- | --- | --- |
| Day 1–30 | Clarify goals, measurement, customer needs, and the key obstacles. | Which few initiatives should get time and budget? |
| Day 31–60 | Implement the prioritised initiatives and gather feedback. | What needs to be adjusted to help the customer move forward? |
| Day 61–90 | Review the results alongside sales, costs, and capacity. | What continues, what changes, and what stops? |

## Clarify responsibilities before the work starts

Each initiative should have one responsible person, even if several people contribute. Clarify who delivers content, who approves it, and who makes budget decisions. An agency can help with execution, but it needs access to the company knowledge.

Set the date for the next review right away. Include both the numbers and what you have learned from customers. Write a short conclusion for each initiative and decide the next step. That way, strategy becomes an ongoing basis for decisions built on what you actually learn.

## Questions and answers

### Does the plan need a large budget?

No. One of the most important tasks is choosing what not to spend capacity on right now. The scope must be adapted to the resources and the goal.

### Should we change strategy every 90 days?

Not necessarily. The overall direction can remain the same, while initiatives and priorities are adjusted based on new knowledge. A review is a decision point, not a requirement to start over.

## Sources and further reading

- [Media Access: strategy and long-term thinking – our way of working](https://mediaaccess.no/tjenester/strategi-og-langsiktighet/)

## Read more

- [Digital marketing for businesses: a plan for the first 90 days](https://mediaaccess.no/en/aktuelt/digital-markedsforing-for-bedrifter/index.md)
- [How to choose a marketing agency for your business](https://mediaaccess.no/en/aktuelt/velge-markedsforingsbyra/index.md)
- [AI SEO for businesses: Where should you start?](https://mediaaccess.no/en/aktuelt/ai-seo-for-bedrifter/index.md)

[See how we work with strategy](https://mediaaccess.no/en/tjenester/strategi-og-langsiktighet/)