This article was contributed by Dillon Hill, Founder, Cosmoforge
The 90-Day Fractional CMO Playbook for Founder-Led Growth
Founder-led businesses don’t fail because of a lack of effort. They stall because marketing grows faster than the systems behind it.
A fractional CMO’s job in the first 90 days isn’t to chase growth at all costs. It’s to build foundations that make growth predictable. Paid ads, SEO, and CRM all need to work together, or you end up scaling noise.
This is the exact framework we use to stabilize and then accelerate growth without burning budget.
Days 1–30: Fix the Foundations Before You Spend Another Dollar
The first month is about removing friction and bad data.
On the paid side, this means tightening fundamentals most accounts get wrong:
- Conversion tracking that reflects real outcomes, not button clicks
- Location settings locked to where the business actually serves
- Search partners and broad AI expansion features turned off until performance is proven
- Clean keyword structure with intent-based grouping
- Ad rotation set to allow testing, not favor one early winner forever
We also standardize UTM parameters so every click can be traced from ad to CRM. This is critical once you’re evaluating lead quality, not just volume. If attribution is broken, decisions will be wrong no matter how good the ads look.
On the website and SEO side, the goal is technical stability:
- Fast load times and clean mobile performance
- Clear H1 hierarchy and logical page structure
- Titles and meta descriptions written for humans, not stuffed with keywords
- Structured data where it makes sense
- No broken links, redirect chains, or indexation issues
When we rebuilt the site for Fire & Metal, this foundational cleanup came first. Before pushing harder on ads or content, we made sure the site could actually convert traffic and support scale. That groundwork is a big reason they now rank first for multiple service keywords across their market.
Days 31–60: Build Feedback Loops and Start Controlled Testing
Once foundations are stable, the next phase is controlled experimentation.
For paid ads, this means:
- Consistent ad copy testing, not constant campaign resets
- Clear audience segmentation and exclusions
- Separating brand, non-brand, and retargeting so signals don’t get mixed
- Running experiments instead of gut-driven changes
This is where most teams rush and lose momentum. AI-driven platforms reward consistency and clean signals. Frequent resets confuse the system and inflate costs.
On the SEO side, this phase focuses on internal alignment:
- Internal linking between related services and topics
- Updating existing pages before publishing new ones
- Making sure content matches search intent today, not when it was written
We applied this approach with Irish Iron, restructuring their site architecture and internal links so each service supported the others. As a result, they didn’t just rank for one keyword. They began ranking across multiple services within the same topical cluster.
This same principle carried over to TipTop K9, where we rebuilt the site structure and technical health, moving their site health score from 65 to 91 and expanding rankings across several training services.
Days 61–90: Scale What’s Working and Build Authority
Only in the final phase do we talk about scaling.
On the paid side, that means increasing spend where lead quality and close rates justify it, not just where click costs look low. Audience refinement, creative iteration, and offer testing continue, but always within a stable system.
On the SEO side, this is where topical mapping comes into play.
Topical mapping means building content that covers a subject comprehensively, then reinforcing it with internal links and selective backlinks. Instead of chasing random keywords, you create clusters that signal authority to search engines.
We used this approach with GreenlineX, a logistics client offering niche services like reefer LTL. By mapping content around those specific services and supporting them with consistent paid and organic signals, we helped them capture demand in a category many competitors ignored.
This is also where backlinks matter most. Not volume, but relevance. When content clusters are strong, even a small number of high-quality links can move the needle.
Why This Works for Founder-Led Teams
Founders don’t need more tactics. They need clarity.
A fractional CMO brings structure, sequencing, and accountability. The first 90 days aren’t about flashy wins. They’re about building a system that compounds instead of collapses under pressure.
We’ve seen this playbook work across local services, ecommerce, logistics, and specialty brands. The pattern is consistent: fix the foundation, create feedback loops, then scale with intent.
If you want a deeper look at how we think about building systems that convert traffic into real growth, this breakdown on why website traffic doesn’t turn into leads is a good place to start.
About the Author:
Dillon Hill is the Founder of Cosmoforge. Cosmoforge partners with founder-led businesses as a fractional marketing co-founder, owning strategy, execution, and outcomes across paid ads, SEO, and CRM.