1
Always first · 2 weeks
Leadership alignment
Executive alignment across marketing, sales, IT, finance, and the CEO on what marketing must deliver.
Bentley Strategy Assessment
The First 90 Days of a Marketing Transformation
A board-ready map of your marketing function in 12 weeks. Modular, so you scope it to what you actually need.
A CMO new to the role, or one leading a marketing transformation, gets about 90 days to assess the team and set a strategy leadership will trust. You can’t stop the business to study it. This assessment compresses that work into a disciplined, modular process. Internal teams rarely have the time or experience; big-firm consulting hands back generic best practices with none of your context. You walk into the day-90 board conversation with a defensible plan, not a wish list.
The nine modules
Each module maps to a layer of the marketing and sales reference architecture. Engage on all of them, or focus on the one or two that matter most now. Module 1 is always first.
2
Customer data foundation
Source systems, data foundation, semantic layer, and identity resolution.
3
Intelligence, segmentation & AI readiness
Analytics, customer insights, predictive models, and readiness for AI and agent-driven marketing.
4
Marketing & engagement technology
Marketing automation, engagement, decisioning, and orchestration.
5
Ad tech & paid media
The paid media and ad-tech stack, and how it connects to first-party data.
6
Site & digital experience
Web, commerce, content, and digital experience technology.
7
Measurement & attribution
Marketing measurement, attribution, and reporting discipline.
8
Team & organization design
Structure, skills, and operating model against where the function needs to go.
9
Optional
Agency review
Agency roster, scope, and the value being delivered for the spend.
Two weeks of leadership alignment, six weeks of inventory and assessment, four weeks of decisions and roadmap. Working read-outs at the end of every module, not one reveal at week twelve.
