What should a demand generation agency deliver in the first 90 days?
In 90 days a good agency should deliver working measurement, a live program aimed at the right accounts, first qualified meetings and a written plan for the next quarter. It should not promise closed revenue, because enterprise cycles averaged 10.3 months in 6sense’s 2026 research. Hold the agency to deliverables you can inspect: tracking, reporting, campaigns, learnings and decisions. PlanConversion is an agency, so we say plainly what we would expect of ourselves.
Key takeaways
A note on who is writing this
PlanConversion is a B2B demand generation agency. This page is the standard we would hold ourselves to and the one we suggest you use when comparing agencies. The structure matters more than the exact figures.
The 90 day standard
| Window | Deliverables you can inspect | What you should see | What not to expect |
|---|---|---|---|
| Days 1 to 30 | Access and ownership audit, tracking and CRM stage plan, ICP and account list, offer and message, campaign structure, reporting template | Tracking verified end to end, campaigns live, first account engagement and form fills | Pipeline or revenue conclusions |
| Days 31 to 60 | First weekly and monthly reports, search term and audience cleanup, landing page tests, qualified-stage feedback to ad platforms | Qualified meetings from target accounts, early cost per qualified opportunity, a read on which sources fit | A stable cost per opportunity. Volumes are still small |
| Days 61 to 90 | Quarterly review, decisions to scale, fix or stop, expected results for the next 90 days, budget recommendation with the evidence | A defensible cost per opportunity range, cohort comparison by source, a plan with owners | Closed revenue from the first cohort in long-cycle B2B |
The cycle length sets the ceiling on what is visible. Our article on how long demand generation takes to produce pipeline gives timelines by channel.
Days 1 to 30: setup you can verify
- You own the ad accounts, analytics and data. The agency has access, not custody.
- A written tracking plan: events, click IDs, UTMs, CRM stages and the fields that feed reporting.
- An ICP and target account list you have approved, with exclusions.
- A written definition of a qualified lead and an accepted opportunity, agreed with sales.
- A reporting template that leads with pipeline and accounts, as in our paid media reports guide.
Bring your 2027 target. In 30 minutes we map the pipeline gap, the first 90 days and what to fix before January.
Days 31 to 60: the first honest read
By now the agency should show leads by source with quality, not just volume. It should name what is not working and what it changed. A report with only good news at day 45 is a warning sign.
Expect small numbers. The point is a clear view of which sources and offers fit the ideal customer profile.
Days 61 to 90: decisions, not a victory lap
The quarterly review should end in decisions: scale, fix or stop for each line, a budget recommendation backed by cost per opportunity, and the expected results for the next 90 days, written down.
If the agency cannot say what it would do differently with the data, the program is not learning.
Questions to ask any agency before you sign
- Who owns the accounts, tracking and data at the end?
- What will I see at 30, 60 and 90 days, in writing?
- How do you report on cost per qualified opportunity and not only on leads?
- What happens if the expected results are missed?
- Who does the work, and who is my day-to-day contact?
Our guide on how to choose a B2B demand generation agency for 2027 expands on the checklist.
How PlanConversion handles this
Our approach is to set the 30, 60 and 90 day expectations in the engagement plan before work starts and to report against them.
See how we work for the process.
Our paid media service owns the build, and pricing is on the pricing page.
Frequently asked questions
What should a demand generation agency deliver in the first 90 days?
Verified tracking, a live program aimed at the right accounts, first qualified meetings, honest reporting and a written plan with decisions for the next quarter. Not closed revenue in a long-cycle business.
Should an agency show pipeline in 90 days?
Early pipeline signals are possible, especially from high-intent search, but the full read needs one to two quarters and the revenue read needs the buying cycle, which averaged 10.3 months in 6sense’s 2026 study.
What are red flags in the first 90 days?
No tracking proof by day 30, reports with only lead volume, no mention of what did not work, no written expectations and no access to your own accounts.
How do I compare agencies on this?
Ask each for its 30, 60 and 90 day deliverables in writing and compare them. The agency that can be specific is usually the one that has done it before.
We run enterprise B2B demand generation for teams in Montreal, Toronto, Ottawa and the United States.
