Guides and Templates

90-day planning templates for marketing

Our 90-day planning template recommends a structure and process to continuously improve and optimise your digital marketing

How will this template help me and my business?

The power of 90-day planning for digital marketing is that it gives you focus on a 90-day period to implement strategic initiatives identified in your annual plan within a more manageable, realistic period than 30-days.

For example, for ‘always-on’ digital marketing activities, to set up structured experiments to improve your home page, update an email nurture sequence or run a content audit to create an updated content strategy is likely to take longer than a few weeks, particularly in larger organisations where discussion and sign-off can be extended.

Some agencies and businesses prefer to work in shorter 30-day / monthly periods to enable a more dynamic approach and show value to clients more rapidly. If you work in this way you can still apply the Smart Insights RACE planning activities we describe in this template format.

Who is the template for?

It's designed for those involved with implementing digital marketing strategies and plans including:

  • Digital marketing managers, marketing managers or project managers in a business
  • Account managers and project managers in a business implementing improvements for clients

What does the template include?

This template is in two parts with tables for mapping:

1.  Your objectives for the next 90-days against marketing activities

This table helps companies focus on activities which boost sales through optimization activities that should be completed every month, but after often neglected due to a focus on campaign activities like price promotions which are planned separately.

The aim is to give a single page summary of SMART objectives which gives clarity on a manageable number of initiatives you will work on in the 90 day period to boost performance.

2. Commercial 90-day planning defining targets for KPIs

This table gives an example of a simple conversion model which helps give you a commercial focus on specific objectives for each quarter. This shows how your campaign and always-on activities will improve sales.

Annual marketing or digital marketing plans are a regular part of the annual budgeting process.  But annual plans have the weakness that they don’t readily translate to operational plans that can be used to manage and project plan different marketing activities. This is where 90 day or quarterly planning can help. It’s a “half-way house” between annual planning and weekly or monthly operational planning.

These simple templates show how you can manage continuous improvements to your marketing and ‘always-on’ digital marketing by focusing on defined activities across the Smart Insights RACE customer lifecycle.

Resource Details

  • Author: Chris Soames of First10 and Dr. Dave Chaffey
  • Format: 5 page A4 Word document structured around the Smart Insights RACE planning framework with examples for you to amend to create your plans

About the authors:

Chris Soames

Chris Soames

Chris Soames is a Smart Insights blogger and consultant, he has worked in digital marketing for over 6 years with the last few years managing international web strategies for a leading travel brand. Now the Commercial Director at First 10, an Integrated marketing agency, he helps clients get clarity on their marketing strategy and create campaigns engineered to engage with their consumers to help drive sell-through. Most of all, Chris enjoys working with talented people who want to create great (& commercial) things not just tick boxes.

Dr. Dave Chaffey

Dave ChaffeyDave is co-CEO and co-founder of Smart Insights. He is editor of the 100 templates, ebooks and courses in the digital marketing resource library created by our team of 25+ Digital Marketing experts. Our resources used by our premium members in more than 80 countries to Map, Plan and Manage their digital marketing.

For his full profile, or to connect on LinkedIn or other social networks, see the About Dave Chaffey profile page on Smart Insights. Dave is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing.


Access this resource now

Individual and Business members get full access to this and 16 other guides in the Digital marketing strategy and planning Toolkit.

Learn more about membership Already an Individual or Business member?
Login here

The 90-day planning templates for marketing is included in the

Digital marketing strategy and planning Toolkit

Individual or Business members can access this and 16 other guides and templates in this toolkit

Learn more about individual or business membership options Already an Individual or Business Member? Login here

...or take a look at the other Guides and Templates in this Toolkit

Why Wait? Start Improving your marketing today

Join as an Individual or Business member to access this toolkit and up to 19 more.

Individual Membership

  • Enhance your marketing skills
  • Keep up to date with all the latest techniques
  • Become more effective in your role and develop your career

Business Membership

  • Improve your (and your clients') results from marketing
  • Upskill and develop your marketing team
  • Get dedicated support on your journey

Trusted by marketers all over the world

Since 2009 our toolkits have helped thousands of marketers in over 170 countries to hit - and exceed - their targets.
Will you be next? over 165,000 consultants, agencies, entrepreneurs and SMB's in over 170 countries.

Get better results

Make your job easier

Tenfold improvement

Learn more about Individual or Business membership options
Smart insights logo