Marketing Manager onboarding plan
A marketing manager has to understand positioning, channel performance and the sales relationship before they can choose where to invest. Onboarding should give them the numbers early.
What good onboarding achieves
Own a marketing plan with clear channel priorities, budget control and agreed pipeline or revenue goals.
Week one example
- Day 1: Meet the team and sales lead; access analytics and ad accounts.
- Day 2: Review positioning, messaging and brand guidelines.
- Day 3: Channel performance review: what drives qualified leads today.
- Day 4: Listen to sales calls and read win/loss notes.
- Day 5: Budget and tools review; agree first priorities with the manager.
30/60/90 progression
- Day 30: Has a channel performance summary and agreed priorities.
- Day 60: Launches a first campaign with defined success metrics.
- Day 90: Owns the marketing plan and reports against pipeline goals.
People to meet (examples)
- Head of marketing or founder
- Sales lead
- Content and design contributors
- RevOps or data contact
Systems to learn (examples)
- Web analytics
- Marketing automation or email tool
- Ad accounts
- CRM reports on lead sources
Manager checkpoints
- Week 1: positioning summary
- Day 30: channel review
- Day 60: first campaign results
- Day 90: plan review
Common mistakes
- Launching campaigns before understanding positioning
- No access to lead-source data
- Skipping sales calls
- Inheriting tools without knowing what they cost or do
Checklist
- Analytics and ad access
- Positioning docs read
- Channel performance reviewed
- Sales calls listened to
- Budget reviewed
- Tool stack reviewed
- Priorities agreed
- Reporting cadence set