A 30-60-90 Day Plan for CROs: Navigating the Sales Funnel to Drive Revenue


As a Chief Revenue Officer (CRO), the first 90 days in your role are critical. This period is essential for understanding, optimizing, and driving the company’s revenue-generating processes. This article outlines a comprehensive 30-60-90 day plan that focuses on five crucial areas: top-of-funnel activities, middle-of-funnel processes, closing strategies, deployment and engagement, and reporting.

Days 1-15: Top of the Funnel

In the first two weeks, focus on the top of the funnel (ToFu) activities. This involves a thorough review of every aspect of your lead generation process. Examine how meetings are being booked, the efficiency of the process, and the overall effectiveness of your outbound efforts. Use CRM data, outbound tools, and feedback from your team to identify what’s working and what’s not. A comprehensive report should be delivered to yourself or senior leadership to understand the strengths and weaknesses in your top-of-funnel strategies.

Key Action:

  • Conduct a detailed audit of all top-of-funnel activities.
  • Deliver a report highlighting areas of success and those needing improvement.

Days 16-30: Middle of the Funnel

The next two weeks should focus on the middle of the funnel (MoFu). Evaluate how deals are progressing from demo stages to active proof of value (PoV). Identify the “ghosting” number, which refers to deals that move out of the demo stage but do not progress further. Understand the effectiveness of your PoV process and pinpoint success and failure points. This analysis will provide insights into how prospects are engaged and converted during the crucial middle stages of the funnel.

Key Action:

  • Assess the transition from demos to PoV.
  • Identify and address drop-off points in the funnel.

Days 31-45: Closing

From day 31 to day 45, turn your attention to the closing process. This period involves a deep dive into the activities of the sales team, particularly those responsible for closing deals. Analyze how sales management and leadership are engaging with these teams on a daily, weekly, monthly, and quarterly basis. The objective is to ensure that both the sales team and management have the capability and understanding to drive deals to closure effectively.

Key Action:

  • Evaluate the effectiveness of the closing process.
  • Ensure that sales and management teams are aligned and capable of achieving targets.

Days 46-75: Deployment and Engagement

During this phase, focus on post-sale deployment and engagement. This stage is crucial for determining the profitability and scalability of the company. Assess not only deployment numbers but also the engagement levels of users or customers. Measure how many users are actively using the product or service and to what extent. High engagement levels are indicators of lower churn rates and higher net revenue retention (NRR). A strong deployment and engagement process is critical for sustainable revenue growth.

Key Action:

  • Analyze deployment and user engagement metrics.
  • Ensure high usage rates to minimize churn and maximize NRR.

Days 76-90: Reporting and Future Planning

In the final days of the 90-day plan, compile a comprehensive report that details your findings and outlines a clear strategy for the future. This report should include metrics on net revenue retention and demonstrate the scalability of the business model. Present this report to senior leadership and the board, providing a clear picture of the company’s revenue health and growth potential. This transparency ensures that everyone is aligned and informed about the next steps and long-term strategies.

Key Action:

  • Prepare a detailed report on the 90-day findings.
  • Present the report to senior leadership and the board.


Implementing this 30-60-90 day plan will enable a CRO to thoroughly understand and optimize every stage of the sales funnel. By focusing on top-of-funnel activities, middle-of-funnel processes, closing strategies, deployment, engagement, and comprehensive reporting, a CRO can drive significant improvements in lead generation, conversion rates, and revenue retention. These initial steps are crucial for setting a strong foundation for long-term success and growth.

Experience Matters

This plan is based on insights gained from working with hundreds of companies across various industries. The ability to assess, report, and act on these findings will not only benefit the company and its shareholders but also enhance the CRO’s career by demonstrating strategic vision and leadership.

Remember, even if the product or service isn’t perfect, a data-driven approach focusing on net revenue retention and these first 90 days will guide the way to improvements and success. The journey might be challenging, but with the right strategy, it’s always possible to drive meaningful change and achieve remarkable results.