New Leadership Windows: Capitalizing on First 90 Days

January 20, 2025•5 min read•By btlcrds
new leadershipfirst 90 daysquick winsexecutive transitionsB2B sales strategyleadership changessales timing

New Leadership Windows: Capitalizing on First 90 Days

New executives face intense pressure to deliver results quickly. The first 90 days in a role are critical—they're establishing credibility, building relationships, and proving their value. This window represents a prime opportunity for B2B sales, but only if you understand how to position your solution correctly.

Why the First 90 Days Matter

According to research from Harvard Business Review, new leaders who secure early wins in their first 90 days significantly increase their chances of long-term success (HBR). Michael D. Watkins' book "The First 90 Days" emphasizes the importance of securing critical early wins as a key first step in establishing yourself (Harvard Business Review Store). For sales professionals, this creates a unique opportunity:

  • Urgency: New leaders need visible results quickly
  • Budget Availability: Often have fresh budget allocations
  • Openness to Change: More willing to try new approaches
  • Decision Authority: Less encumbered by existing relationships
  • Performance Pressure: Motivated to demonstrate impact

Identifying New Leadership

Research Signals

  1. LinkedIn Activity: New role announcements, profile updates
  2. Press Releases: Company announcements of executive hires
  3. Earnings Calls: Mentions of organizational changes
  4. Industry Publications: Executive movement reports
  5. Company Websites: Leadership page updates

Timing Indicators

  • 0-30 Days: Settling in, learning the organization
  • 30-60 Days: Forming strategies, identifying quick wins
  • 60-90 Days: Implementing initiatives, proving value
  • 90+ Days: Established, harder to influence

Positioning Your Solution as a Quick Win

Frame as Strategic Initiative

New leaders want initiatives that:

  • Deliver visible results quickly
  • Align with their stated goals
  • Demonstrate their leadership
  • Build their reputation

Research shows that new C-level executives should prioritize delivering visible early wins, aligning with stakeholders early on critical metrics, and establishing a clear leadership vision (Patternica).

Example Positioning: "I know you're in your first 90 days and looking for initiatives that deliver visible impact. This solution typically shows measurable results within 60 days, which would position you well for your first quarterly review."

Emphasize Speed to Value

Highlight implementation speed and quick ROI:

  • Fast Implementation: "We can have you live in 30 days"
  • Quick Wins: "You'll see results in the first 60 days"
  • Visible Metrics: "Measurable impact by your first review"
  • Low Risk: "Proven approach with minimal disruption"

Connect to Their Goals

Research what they've publicly stated as priorities:

  • LinkedIn Posts: What initiatives are they championing?
  • Interviews: What goals have they mentioned?
  • Company Communications: What are their stated priorities?

Align your solution with these goals explicitly.

Strategies for Engaging New Leaders

1. Early Engagement (Days 1-30)

Approach: Educational, relationship-building

  • Offer industry insights and benchmarks
  • Provide thought leadership content
  • Position as helpful advisor, not salesperson
  • Build trust before pitching

Message: "Congratulations on your new role. I work with companies like yours and thought you might find this industry benchmark report helpful as you're getting oriented."

2. Strategic Positioning (Days 30-60)

Approach: Solution-focused, opportunity-oriented

  • Present your solution as addressing their priorities
  • Frame as strategic initiative
  • Provide case studies from similar situations
  • Offer to help with business case development

Message: "I noticed you mentioned [priority] in your recent post. We've helped similar companies achieve [outcome] within 90 days. Would you be open to a brief conversation about how this might fit your strategy?"

3. Implementation Focus (Days 60-90)

Approach: Urgency, quick wins, results

  • Emphasize speed to value
  • Create urgency around first review
  • Offer fast-track implementation
  • Position as delivering visible results

Message: "I know you're approaching your first 90-day review. We can implement this solution in 30 days and deliver measurable results by day 90, giving you a concrete win to present."

Common Mistakes to Avoid

1. Being Too Aggressive Early

Don't pitch immediately. New leaders are overwhelmed. Build relationship first.

2. Ignoring Their Learning Curve

They're still learning the organization. Don't assume they understand all the context.

3. Not Researching Their Background

Understand their previous experience and what they value.

4. Missing the Window

After 90 days, they're established. The urgency and openness decrease significantly.

5. Not Connecting to Their Goals

Generic pitches won't work. You must align with their specific priorities.

Leveraging the Quick Win Mentality

Structure Proposals for Quick Wins

  • Phase 1 (Days 1-30): Quick pilot or proof of concept
  • Phase 2 (Days 31-60): Initial implementation
  • Phase 3 (Days 61-90): Results and expansion

Provide Metrics They Can Report

Give them concrete numbers to share:

  • "Reduced costs by X%"
  • "Improved efficiency by Y%"
  • "Delivered ROI in Z days"

Offer Fast-Track Options

  • Expedited implementation
  • Dedicated resources
  • Priority support
  • Quick-start programs

Case Study Framework

When presenting to new leaders, structure case studies around:

  1. Similar Situation: "Another executive in your position..."
  2. Quick Implementation: "Implemented in 30 days..."
  3. Visible Results: "Delivered measurable results by day 90..."
  4. Career Impact: "Positioned them well for their first review..."

Conclusion

The first 90 days of new leadership represent a golden window for B2B sales. New executives are motivated, have budget, and need quick wins. By understanding their pressure points, positioning your solution as a strategic quick win, and engaging at the right time with the right message, you can accelerate deals and build long-term relationships.

Remember: New leaders remember who helped them succeed in those critical first 90 days. Get it right, and you have a champion for life.

Related Resources

This article is part of our series on political leverage in B2B negotiations. Learn how to capitalize on organizational changes and leadership transitions.