Insights · August 2026 · 4 min read
What a 90 day map actually contains.
Every engagement with us starts with a 90 day map, and you keep it whether we continue or not. Clients sometimes ask what that document physically is. It is four pages. Here they are.
Page one: one goal with a baseline
A single sentence with a number and a starting point. Revenue from email from 18 to 25 percent of total. Organic sessions to buying pages from 4,000 to 6,500 a month. If a goal cannot be written with a baseline, it is a wish, and wishes do not get calendars.
Page two: what each channel owns
A short table. Search owns these queries. Social owns this platform and this cadence. Content ships these four pieces. Email sends these flows and this weekly slot. Just as important: what each channel will not do. Most failed retainers fail here, doing a little of everything.
Page three: the 12 week calendar
Week by week, who ships what. Briefs due, drafts back, publish dates, send dates. Two rounds of revision are baked in. If your team approves slowly, the calendar says so upfront instead of discovering it in week six.
Page four: the one page dashboard
The five numbers we will look at together each month and where each one comes from. Traffic means nothing without the path to revenue attached, so the dashboard draws the line from visit to lead to sale on a single page.
What it costs to get one
The map is part of every sprint, and you can also commission it alone and run it internally. Either way it fits on four pages. If a strategy document needs a table of contents, it is not a strategy document.