How to build and activate the 90-day plan
Ask Izy for a 90-day marketing plan split into layers, based on your funnel lock, review it, and activate it to guide this month's content.
2 min readBasicUpdated on November 12, 2026
Where to find it in Cognizy
Video lesson coming soon. For now, follow the steps below.
The 90-day plan splits your communication into layers (institutional, product, region, and sector), each with its own message, offer, call to action, and goal. Izy builds a draft based on your funnel lock and your siege map; you review it, adjust the parts, and activate it. Once active, it guides the next monthly content plan.
Where to find it in Cognizy
Before you start
- Building the plan uses 5 credits. Redoing it with a request is free.
- Only people who manage marketing can build and activate plans.
Step by step
- Step 1:
Open and click on the Plan tab.
- Step 2:
If there's no plan yet, No plan yet shows up. Click Build plan. Izy takes about 1 minute, and the plan comes out as a draft.
- Step 3:
The 90-day plan shows up as Draft, built on top of your funnel lock. Each layer shows the message, the Offer, the CTA, the Goal, and the Content share (%). Layers that don't make sense for the business show up as Out of plan, along with the reason.
- Step 4:
To change something, adjust the share for each layer (the shares need to add up to 100%) or write in What should change? and click Redo with this request (free). Once everything looks right, click Activate plan.
- Step 5:
The plan becomes Active. The next monthly content plan uses these layers, and the scoreboard shows what's been published and invested since activation.
How to know it worked
The Plan tab shows the 90-day plan as Active. When building the monthly content plan, the content topics follow the layers and shares you defined.
If something goes wrong
The Activate plan button won't unlock.
The content shares need to add up to 100%. Adjust the layer numbers.
The plan came out with something that doesn't make sense.
Write what should change in the What should change? field and click Redo with this request. It's free.
Izy didn't finish building it.
It takes about 1 minute. If it shows that it couldn't complete, try again.
Next step
Build the monthly content plan to turn the layers into posts.
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