Every new sales hire needs a 30-60-90 day plan. Most 30-60-90 plans are vague wish lists: "Learn the product. Build pipeline. Hit quota."
That's not a plan. That's a hope.
A real 30-60-90 plan has specific milestones, measurable checkpoints, and clear criteria for "on track" vs. "falling behind." It tells the rep exactly what's expected. It tells the manager exactly what to check. It creates accountability on both sides.
Here's what that looks like for SDRs and AEs.
The Framework
Each 30-day block has a theme:
- Day 1-30 (Learn): Build knowledge, observe, practice
- Day 31-60 (Do): Execute with supervision, pass certifications
- Day 61-90 (Perform): Operate independently, meet ramp targets
The milestones get progressively more outcome-focused. Early milestones are about inputs (calls made, concepts learned). Later milestones are about outputs (meetings booked, pipeline created).
SDR 30-60-90 Day Plan
Days 1-30: Learn
Theme: Absorb context, observe, practice in safe environments
Knowledge Goals
- Understand ICP: industries, titles, company sizes, triggers
- Articulate product value prop in 60 seconds or less
- Name top 3 competitors and basic positioning against each
- Explain the sales process and handoff to AEs
- Navigate CRM: create contacts, log activities, manage tasks
Activity Goals
- Shadow 10+ calls (mix of cold calls, discovery, demos)
- Complete cold call role-play with manager (3 sessions minimum)
- Complete objection-handling role-play (3 sessions minimum)
- Send first prospecting emails (manager review before send)
- Make first supervised calls (manager listening live)
Day 30 Checkpoint
| Criteria | Target |
|---|---|
| Can articulate ICP and value prop | Yes/No |
| Shadowed 10+ calls | Yes/No |
| Passed cold-call role-play | Yes/No |
| CRM proficiency demonstrated | Yes/No |
Manager decision at Day 30:
- ✅ On track: Move to Day 31-60 phase
- ⚠️ Behind: Extend practice phase, increase 1:1 frequency
- 🛑 Serious gap: Escalate to VP/HR
Days 31-60: Do
Theme: Execute independently with oversight, pass skill certifications
Activity Expectations
- Activity at 50% of full SDR quota (calls, emails)
- Prospecting independently (manager reviews sample of outreach)
- Handling objections on live calls
Certification Gates
- Cold call certification: Run a live cold call that meets quality bar (pattern interrupt, qualification, meeting ask)
- Objection handling certification: Handle 3 objections in role-play correctly
- Email certification: Write prospecting emails that pass quality check
Outcome Goals
- Book first meeting(s)—even if AE needs to clean up
- Build list of 50+ qualified prospects
- Demonstrate follow-up discipline (no leads go cold)
Day 60 Checkpoint
| Criteria | Target |
|---|---|
| Cold call certification passed | Yes/No |
| Objection handling certification passed | Yes/No |
| Activity at 50%+ of target | Yes/No |
| Meetings booked | ≥2 |
Manager decision at Day 60:
- ✅ On track: Move to full performance phase
- ⚠️ Behind: 30-day extension with specific focus areas
- 🛑 Serious gap: Performance discussion
Days 61-90: Perform
Theme: Operate at full capacity, demonstrate sustainable performance
Activity Expectations
- Activity at 100% of SDR quota
- Managing own pipeline with minimal oversight
- Following cadence discipline independently
Outcome Goals
- Meeting quota at 50-75% of full target
- Pipeline handoff quality rated acceptable by AE team
- Call quality rated acceptable on random sample reviews
Development Focus
- Advanced objection scenarios
- Multi-threading and referral strategies
- Efficiency improvements (time management, list quality)
Day 90 Checkpoint
| Criteria | Target |
|---|---|
| Activity at 100% of target | Yes/No |
| Meeting quota at 50-75% | Yes/No |
| Call quality acceptable | Yes/No |
| Works independently | Yes/No |
Manager decision at Day 90:
- ✅ Ramped: Full quota starts
- ⚠️ Extend: 30 more days with clear exit criteria
- 🛑 Exit: Performance management process
AE 30-60-90 Day Plan
Days 1-30: Learn
Theme: Build deep product and market knowledge, observe the full sales cycle
Knowledge Goals
- Deep understanding of product: features, use cases, differentiation
- ICP by segment: SMB vs. mid-market vs. enterprise differences
- Competitive landscape: positioning, objections, landmines
- Sales methodology: MEDDIC, Challenger, or team framework
- Pricing and packaging: tiers, discounting authority, deal structure
Activity Goals
- Shadow 5+ discovery calls
- Shadow 3+ demos
- Shadow 2+ negotiation/close calls
- Review 5+ closed-won and 3+ closed-lost deal summaries
- Discovery role-play: 3 sessions with manager
- Demo role-play: 2 sessions with manager or SE
Day 30 Checkpoint
| Criteria | Target |
|---|---|
| Product knowledge assessment passed | Yes/No |
| Competitive positioning articulated | Yes/No |
| Discovery role-play passed | Yes/No |
| Shadowed full sales cycle examples | Yes/No |
Days 31-60: Do
Theme: Run deals with support, pass certifications, build pipeline
Certification Gates
- Discovery certification: Run a live discovery call that meets quality bar (pain, stakeholders, timeline, next step)
- Demo certification: Deliver a demo tailored to prospect's stated needs
- Pricing certification: Handle pricing conversation correctly in role-play
Pipeline Goals
- Own 5+ opportunities (inherited or self-generated)
- Pipeline value at 25-50% of quarterly target
- Demonstrate accurate stage progression and CRM hygiene
Activity Goals
- Running discovery and demo calls independently
- Manager reviews 50% of calls for coaching
- Begin negotiation conversations (with support)
Day 60 Checkpoint
| Criteria | Target |
|---|---|
| Discovery certification passed | Yes/No |
| Demo certification passed | Yes/No |
| Pipeline at 25-50% of target | Yes/No |
| Opportunities properly staged | Yes/No |
Days 61-90: Perform
Theme: Full deal ownership, forecast accuracy, close first deals
Pipeline Goals
- Pipeline at 75-100% of quarterly target
- Managing opportunities end-to-end
- Forecast accuracy: commits are real, not happy-ear
Outcome Goals
- Close first deal(s)
- Quota at 25-50% for first full quarter
- Deal quality: opportunities are real, properly qualified
Development Focus
- Multi-threading and executive engagement
- Negotiation and close strategies
- Competitive displacement techniques
Day 90 Checkpoint
| Criteria | Target |
|---|---|
| Pipeline at 75-100% of target | Yes/No |
| First deals closed | Yes/No |
| Forecast accuracy acceptable | Yes/No |
| Operating independently | Yes/No |
Manager decision at Day 90:
- ✅ Ramped: Full quota expectations
- ⚠️ Extend: Specific gaps to close in 30 days
- 🛑 Exit: Performance management
Making the Plan Operational
Share on Day 1
Give the new hire their 30-60-90 plan on day 1. Print it. Review it together. Make it clear this is the contract:
"Here's what success looks like at day 30, 60, and 90. If you hit these milestones, you're on track. If you don't, we'll know early and adjust."
Check In Formally
Don't wait until day 30 to see if they're on track. Build in weekly check-ins that reference the plan:
- Week 1: "How's shadowing going? Any blockers?"
- Week 2: "Let's do our first role-play. Where do you feel ready?"
- Week 3: "Day 30 is next week. Let's review against the milestones."
Use Certifications as Gates
Don't let reps skip certifications because they "seem ready" or because you need them on the phones. The certification exists to confirm readiness. A rep who can't pass cold call certification shouldn't be making unsupervised cold calls.
Document Progress
Keep a shared doc or tracker that both manager and rep can see. Note:
- Milestones met and dates
- Certifications passed
- Areas of concern
- Manager feedback
This creates a record for the day 90 decision—and protects everyone if performance becomes an issue.
What If They're Behind?
Not every hire ramps on schedule. The plan helps you identify problems early:
Week 2 concern → Week 3 intervention → Day 30 decision
If a rep is struggling at week 2, you know to increase coaching and 1:1 time. If they're still struggling at day 30, you have options:
- Extend day 30 phase with specific remediation
- Move to day 31-60 phase with tighter oversight
- Escalate if fundamental skill gaps are evident
The point is to catch problems early—not to wait until day 90 to realize the hire isn't working.
The Real Test
A good 30-60-90 plan answers these questions:
- Day 30: Do they understand the job?
- Day 60: Can they do the job with support?
- Day 90: Can they do the job independently?
If yes at each stage, you've ramped a rep. If no, you've caught the problem while there's still time to fix it—or exit without wasting another quarter.
Stop hoping new hires figure it out. Structure ramp with milestones, certifications, and checkpoints.