If a company is lacking sales due to outdated strategies or failing tactics, then a plan can be created which produces a turnaround within a months. If a company is lacking a sales and marketing culture, however, or is operationally dysfunctional for some reason, it can take longer, even years.

A turnaround can only be achieved with significant strategic and operational change.

First wins from low-hanging fruit opportunities can reinvigorate a sense of belief and should be vigorously pursued. Allocate between 15-30% marketing budget to a specific first-win, must-win marketing campaign. Hit a seasonal or cultural event related to a key product or service. Price and promote to create impact.