90-Days GTM & Growth Strategy

  • Industry Lead Generation & Marketing Services
  • Stage Growth
  • Services Fractional CMO

Overview:

The client is a lead-generation agency that provides warm leads to service-based businesses. While they had already achieved product-market fit in their lower-tier segment, they were exploring new revenue streams — either by diversifying their services or moving upmarket to significantly multiply their revenue within the next 90 days.

Challenge: Despite strong momentum, the company faced several challenges limiting efficient expansion:

  • Limited visibility into true profitability across all acquisition channels
  • No unified performance dashboard connecting CPL, conversion rates, CAC, and revenue
  • Lack of a scalable acquisition strategy beyond paid ads
  • Inconsistent lead quality and unclear SQL criteria
  • Need for stronger offer structure and sales enablement assets
  • Desire to scale 10× without ballooning costs or increasing operational load

The company required strategic GTM leadership to strengthen its acquisition engine and prepare for sustainable scaling.

What was done:

1. Performance & Profitability Audit

  • Analyzed all historical performance, including CPL, conversion rates, CAC, and cost structures
  • Built a complete P&L model to identify profitable vs. unprofitable channels
  • Established benchmarks to guide the 90-day scale plan
2. GTM Strategy & Offer Structure
  • Created a 90-day growth strategy focused on achieving a 2× performance improvement, as a 10× target was unrealistic after validating their historical performance.
  • Designed a new customer acquisition strategy leveraging paid partnerships
  • Introduced tiered service packages to increase LTV and clarify positioning
  • Defined SQL criteria and aligned lead quality expectations
3. Funnel Optimization & Paid Media Oversight
  • Led Meta and Google campaign strategy and optimization
  • Built high-converting funnels and ads
  • Improved lead quality while maintaining cost efficiency
  • Achieved a major growth milestone: scaled leads from 187 to 300 in September while keeping CPL consistent with the prior 3-month average
  • Created all updated marketing and sales materials (sales deck, one-pager, funnel assets)

Impact and next steps

The engagement gave the company a clear understanding of its profitability, stronger acquisition systems, and a focused path to scale. With a refined GTM strategy, optimized funnels, and diversified acquisition channels, the company is now positioned for predictable, efficient growth and confident execution of its 90-day scale plan.