Proof/90-day roadmap
The 90-day roadmap you get in week one.
This is the real format, filled in for Northlane, a fictional B2B SaaS company. Same structure, same owner column, same exit criteria you would receive.
The short answer
A Momentence 90-day roadmap is a week-by-week plan with a named owner, a stated dependency, and an exit criterion for each phase. If a phase does not produce an artifact you own, it is not on the roadmap.
- Three phases: diagnose and instrument, build the foundation, publish and compound
- Every week names an owner and the one thing we need from you
- Each phase has an exit criterion, so nobody argues later about whether it finished
Example data. Northlane is a fictional B2B SaaS company we use to show the exact format of our deliverables. Nothing on this page is a client result.
Phase
Weeks 1 to 4, diagnose and instrument
Roadmap extract
Example account: Northlane
| Week | Workstream | Owner | Dependency |
|---|---|---|---|
| Week 1 | Technical crawl, analytics audit, CRM field review | Analytics owner | Admin access to site, GA4, CRM |
| Week 2 | ICP and query mapping across problem, solution, and vendor intent | Growth strategy | 60 minutes of product marketing time |
| Week 3 | Competitive gap analysis against real SERP and answer-engine competitors | SEO owner | Confirmed competitor list |
| Week 4 | Conversion tracking rebuild, roadmap sign-off, backlog ranking | Analytics owner | Tag manager access |
Exit criteria. Tracking is trustworthy, the query map is signed off, and the build backlog is ranked.
Phase
Weeks 5 to 8, build the foundation
Roadmap extract
Example account: Northlane
| Week | Workstream | Owner | Dependency |
|---|---|---|---|
| Week 5 | Money page rebuilds: pricing, product, primary use case | Design and engineering | Roadmap sign-off |
| Week 6 | Comparison and alternatives pages, structured data, crawler access checks | SEO and AEO owner | Approved positioning language |
| Week 7 | First content cluster briefed and drafted, internal link plan applied | Content owner | Subject matter expert review slot |
| Week 8 | Paid experiments live on two messages and two segments | Paid owner | Media budget confirmed and funded |
Exit criteria. Bottom-of-funnel pages are live and indexed, and paid is buying message signal.
Phase
Weeks 9 to 13, publish and compound
Roadmap extract
Example account: Northlane
| Week | Workstream | Owner | Dependency |
|---|---|---|---|
| Week 9 | Cluster publish begins, citation baseline captured on the frozen prompt set | AEO owner | Prompt set frozen in week 3 |
| Week 10 | Conversion work on the pages already earning traffic | Design and analytics | Two weeks of post-rebuild data |
| Week 11 | Page-two refresh pass, paid message consolidated to winners | SEO and paid owners | Statistically usable paid data |
| Week 12 | Second cluster briefed, integration and use case pages queued | Content owner | Cluster one performance read |
| Week 13 | First full monthly report, quarter-two roadmap proposed | Account strategy | Nothing outstanding from your side |
Exit criteria. A repeatable publish cadence is running and the first month of reported movement is in hand.
What we need from you
The dependency list is part of the roadmap.
Programs stall on review latency far more often than on agency capacity, so the dependencies are written down and tracked weekly.
- Admin access to the site, GA4, Search Console, tag manager, and CRM inside week one
- One named internal decision maker who can approve positioning language
- 30 to 60 minutes of subject matter expert time per month
- Review turnaround inside five business days, which is the single biggest cause of slipped roadmaps
- Media budget confirmed before week eight if paid is in scope
Keep reading the operating system
Every artifact lives in the proof library. The engagement itself is documented in our methodology, the commercial terms are on pricing, and the fastest paid entry point is the Growth System Diagnostic.
Want this built for your company?
The Growth System Diagnostic is a paid 30-day engagement that produces exactly this roadmap, and the fee is credited in full toward your first three months.