Interim leadership
The first 90 days of an interim CMO
Interim leaders are hired to change something quickly. The first 90 days decide whether they do.
Days 1–30: Listen and stabilise
Meet the board, the sales leaders and the team. Find the two or three issues that matter most and settle the function.
Days 31–60: Decide
Agree the operating model, the budget shape and the measures that will prove progress.
Days 61–90: Deliver
Ship visible wins, hire or restructure where needed, and leave a plan the business can run without you.
What does an interim CMO do in the first 90 days?
In short: listen and stabilise in month one, decide the operating model, budget and measures in month two, and deliver visible wins and a handover plan in month three. The aim is a calmer, leaner function and results the board can see within 90 days.
What a good 90-day plan includes
- A short diagnostic of the team, budget, agencies and martech.
- Two or three priority issues agreed with the CEO and board.
- A target operating model and budget shape.
- A small set of commercial measures, reported monthly.
- Quick wins that prove momentum.
- A hiring or restructuring plan, and a handover the business can run.
When to hire an interim CMO
Common triggers are a sudden vacancy, a stalled growth plan, a merger or acquisition, a brand refresh, a regulatory change or a transformation that needs senior leadership now. See interim CMO services or compare with a fractional CMO.
FAQs
How long is a typical interim CMO assignment?
Most interim CMO mandates run for 3 to 9 months, depending on the scope of the change and whether a permanent hire is being recruited.
What should an interim CMO deliver in 90 days?
A stabilised marketing function, an agreed operating model and budget, a clear set of commercial measures, visible early wins and a plan the business can run without the interim.