What I’d Do in My First 90 Days as VP of Sales for a Mid-Sized Manufacturer 

If you want measurable, scalable growth, you need to build a sales strategy and the sales metrics to track it right from day one. And you need to do it with the whole team engaged. 

Here’s exactly how I would approach those first 90 days. 

1. Go straight to the customer — together 

Every strong sales strategy starts with deep customer understanding. 

I’d meet with everyone who interacts with customers — sales, operations, and order management — and map every touchpoint. 

From there, we’d: 

• Tier customers into strategic growth, growth, and transactional segments 
• Refine the Ideal Client Profile 
• Identify the full buyer committee for each segment 

Finally, I’d call every Tier 1 account. Both the dealers we invoice and the end users who rely on our products. These conversations cost nothing (but my time) and will generate insights on what our customers' need and how our product performs in market, fueling better decisions and KPIs. 

2. Build the data model 

Once the customer picture is clear, it’s time to back it up with data. 

With sales ops, finance, and marketing, I’d collect: 

• Average transaction size 
• Account lifetime value 
• Cost of growth vs. cost of retention 
• Expected expansion rates 

This data becomes the foundation for our sales metrics. The numbers that tell us if our sales strategy is working. We’d project revenue by month, quarter, product line, dealer, and account, then identify the gap between our targets and current performance. 

3. Establish scorecards to drive team performance 

A great sales strategy needs visibility. That’s where sales metrics come in. 

I’d build weekly scorecards that track activities and results, giving the team a clear line of sight on progress toward our goals. We’d review these metrics together, spot trends early, and make quick adjustments to stay on track. 

The rhythm of reviewing sales metrics is what turns a plan into consistent execution. 

4. Create a sales plan that the team believes in 

A sales strategy is only as strong as the team that executes it. 

I’d work with the team to design acquisition, retention, and expansion plays that fit our people and our market — trade shows, dealer visits, inbound campaigns, outbound outreach, and channel partnerships. 

Marketing would be aligned from day one, ensuring the sales motions are supported and amplified. 

5. Execute high-impact GTM motions 

Instead of one-off campaigns, I’d focus on sustainable Go-to-Market (GTM) motions in three core areas: 

• Acquisition — bringing in new customers with repeatable plays 
• Retention — keeping the customers we’ve earned 
• Expansion — growing existing accounts 

With clear sales metrics tied to each motion, we’d know exactly what’s working, what’s not, and where to adjust. Over time, these motions form a repeatable system — the hallmark of a strong sales strategy. 

The Roadmap Approach 

I’ve led this playbook with teams in manufacturing, agriculture, and B2B — and it works. 

At Roadmap Agency, we help companies build repeatable GTM systems with sales strategies and sales metrics designed to drive sustainable growth. The result? Your revenue factory runs with precision, your team is aligned, and growth stops being accidental. 

If this sounds like the kind of system your business needs, let’s start the conversation. 

And check out the Driving Growth podcast below for more insights you can put into practice today.