{"id":4978,"date":"2026-05-10T16:16:16","date_gmt":"2026-05-10T16:16:16","guid":{"rendered":"https:\/\/rimanagency.com\/2026\/05\/10\/marketing-ai-2e-ch05-90-day-rollout\/"},"modified":"2026-05-10T16:59:26","modified_gmt":"2026-05-10T16:59:26","slug":"marketing-ai-2e-ch05-90-day-rollout","status":"publish","type":"post","link":"https:\/\/rimanagency.com\/fr\/2026\/05\/10\/marketing-ai-2e-ch05-90-day-rollout\/","title":{"rendered":"Du projet pilote \u00e0 la production\u00a0: le d\u00e9ploiement du marketing IA en 90\u00a0jours"},"content":{"rendered":"<h2>TL;DR<\/h2>\n<p><strong>Most AI marketing pilots stall because they&#8217;re scoped like research projects instead of marketing projects.<\/strong> A 90-day rollout in three 30-day phases \u2014 scope, build, measure \u2014 with one goal, one owner, and one decision gate per phase consistently ships something measurable. Pick a use case that scores high on volume, tedium, measurability, sponsor clarity, and reversibility. Without a clean baseline measured before you start, you can&#8217;t prove value later.<\/p>\n<h2>What This Guide Covers<\/h2>\n<p>A complete 90-day rollout plan you can take into your next leadership meeting: the three-phase plan with gates, the five-dimension scoring rubric for picking your first pilot, examples of good vs. bad first pilots, and the baseline-measurement step that 80% of teams skip. Designed for a marketing leader who has executive air cover and wants to ship a pilot with a real result instead of a deck full of demos.<\/p>\n<h2>Key Takeaways<\/h2>\n<ul>\n<li>90 days, three phases: scope \u2192 build \u2192 measure. Each phase has a gate; no gate pass, no progress.<\/li>\n<li>Use the five-dimension rubric (volume, tedium, measurability, sponsor clarity, reversibility) to pick the use case.<\/li>\n<li>Instrument the baseline BEFORE the pilot, or you can&#8217;t prove value.<\/li>\n<li>Kill the boil-the-ocean pilot. Narrow ruthlessly.<\/li>\n<li>The shape of the first project poisons or fuels every project after it.<\/li>\n<\/ul>\n<h2>The 90-Day Plan in One Page<\/h2>\n<table>\n<thead>\n<tr>\n<th>Phase<\/th>\n<th>Goal<\/th>\n<th>Gate to Pass<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td>Days 1\u201330 \u2014 Scope<\/td>\n<td>Pick one use case with a signed sponsor<\/td>\n<td>Written one-page brief, executive-approved<\/td>\n<\/tr>\n<tr>\n<td>Days 31\u201360 \u2014 Build<\/td>\n<td>Ship a working version to a small group of pilot users<\/td>\n<td>Real users producing real output<\/td>\n<\/tr>\n<tr>\n<td>Days 61\u201390 \u2014 Measure<\/td>\n<td>Compare against baseline; decide go\/no-go<\/td>\n<td>Written retro with explicit recommendation<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<h2>The Use Case Scoring Rubric<\/h2>\n<p>Score each candidate use case 1\u20135 on these five dimensions. A good first pilot scores 4+ on all five. Anything below 3 on any dimension predicts trouble.<\/p>\n<ul>\n<li><strong>Volume.<\/strong> Done many times per week or month so AI productivity gains compound visibly.<\/li>\n<li><strong>Tedium.<\/strong> Repetitive enough that humans dislike doing it \u2014 adoption is easier when AI is rescuing people from drudgery.<\/li>\n<li><strong>Measurability.<\/strong> A clean before\/after metric exists (time per task, conversion %, cost per output).<\/li>\n<li><strong>Sponsor clarity.<\/strong> An executive will sign for the pilot and defend it when results take time.<\/li>\n<li><strong>Reversibility.<\/strong> If the pilot fails, the cost is small and recoverable \u2014 no customer-trust risk, no compliance exposure.<\/li>\n<\/ul>\n<h2>Good vs. Bad First Pilots<\/h2>\n<table>\n<thead>\n<tr>\n<th>Good First Pilots<\/th>\n<th>Bad First Pilots<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td>Email subject line testing at scale<\/td>\n<td>Fully autonomous campaign creation<\/td>\n<\/tr>\n<tr>\n<td>SEO brief generation<\/td>\n<td>Brand strategy or positioning<\/td>\n<\/tr>\n<tr>\n<td>Customer support tier-1 deflection<\/td>\n<td>Anything customer-regulatory (credit, hiring, insurance)<\/td>\n<\/tr>\n<tr>\n<td>Product description generation for e-commerce<\/td>\n<td>End-to-end agentic workflows on day one<\/td>\n<\/tr>\n<tr>\n<td>Lead enrichment for sales<\/td>\n<td>Replacing a senior creative role<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<h2>The Baseline Trap \u2014 Why Most Pilots Can&#8217;t Prove Value<\/h2>\n<p>The #1 reason AI pilots &#8220;succeed&#8221; but don&#8217;t scale: there was never a clean baseline, so the before\/after is a story instead of a number. Fix it before you build anything:<\/p>\n<ol>\n<li>Name the one metric you&#8217;ll measure (conversion %, time per task, CTR, deflection rate, etc.).<\/li>\n<li>Measure it manually for two weeks on the current workflow. Log every instance with timestamp.<\/li>\n<li>Compute mean, median, and variance. This is your baseline.<\/li>\n<li>Now \u2014 and only now \u2014 start the pilot. Measure the same way.<\/li>\n<li>Minimum sample size: 30 instances per arm. Below that the number is noise, not signal.<\/li>\n<\/ol>\n<h2>Common Mistakes to Avoid<\/h2>\n<ul>\n<li><strong>Boil-the-ocean pilots.<\/strong> &#8220;Build an AI strategy for the whole marketing team in one quarter.&#8221; Never ships. Antidote: radical narrowing \u2014 one task, one team, one metric.<\/li>\n<li><strong>Skipping the baseline.<\/strong> Without one, you have a story, not a result. Stories don&#8217;t get budget renewed.<\/li>\n<li><strong>Vague success criteria.<\/strong> &#8220;It worked&#8221; is not a result. &#8220;Time per task dropped 63%, with quality scoring equal&#8221; is.<\/li>\n<li><strong>Sponsor churn.<\/strong> If your executive sponsor changes mid-pilot, pause and reconvene with the new sponsor. Pilots without active sponsors quietly die.<\/li>\n<li><strong>Building before scoping.<\/strong> A working tool that solves the wrong problem is harder to recover from than no tool at all.<\/li>\n<\/ul>\n<h2>Action Steps for This Week<\/h2>\n<ol>\n<li>Score your top five candidate use cases against the five-dimension rubric.<\/li>\n<li>Pick the highest-scoring one.<\/li>\n<li>Write the one-page pilot brief and share it with the executive you expect to sponsor.<\/li>\n<li>If they won&#8217;t sign, you have the wrong pilot \u2014 or the wrong sponsor. Both are useful information now rather than at day 60.<\/li>\n<\/ol>\n<h2>Foire aux questions<\/h2>\n<h3>How long should an AI pilot run before we decide?<\/h3>\n<p>90 days is the standard. Less and you don&#8217;t have enough data to separate signal from noise; more and momentum dies and the team moves on mentally.<\/p>\n<h3>What if my baseline measurement period delays the pilot start?<\/h3>\n<p>That&#8217;s a feature, not a bug. Two weeks of disciplined baseline measurement is the cheapest insurance against a wasted quarter.<\/p>\n<h3>How big should the pilot team be?<\/h3>\n<p>Three to ten people. Small enough to coordinate; large enough to generate statistically meaningful data within 90 days.<\/p>\n<h3>What if the executive sponsor leaves mid-pilot?<\/h3>\n<p>Pause for a week and reconvene with the new sponsor. Pilots without active sponsors quietly die at month four.<\/p>\n<h3>Should I run two pilots simultaneously?<\/h3>\n<p>Only if they share no resources or owners. Otherwise sequence them \u2014 split attention dilutes both pilots&#8217; chances of shipping.<\/p>\n<h2>Sources et lectures compl\u00e9mentaires<\/h2>\n<ul>\n<li>Riman, T. (2026). <em>An Introduction to Marketing &amp; AI 2E<\/em>.<\/li>\n<li>Gartner research on enterprise AI project failure rates.<\/li>\n<li>Eric Ries, <em>The Lean Startup<\/em>, on validated learning and minimum viable pilots.<\/li>\n<\/ul>\n<hr>\n<p><strong>About Riman Agency:<\/strong> We design 90-day AI marketing rollouts that ship measurable outcomes. <a href=\"https:\/\/rimanagency.com\/fr\/contact\/\">Book a rollout planning session<\/a>.<\/p>\n<p><a href=\"https:\/\/rimanagency.com\/fr\/?p=4977\">\u2190 Previous: Model Picker<\/a> | <a href=\"https:\/\/rimanagency.com\/fr\/marketing-ai-2e-complete-series\/\">Series Index<\/a> | <a href=\"https:\/\/rimanagency.com\/fr\/?p=4979\">Next: 5 Failure Modes \u2192<\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>Un plan en 3 phases sur 90 jours pour faire passer le marketing IA du projet pilote \u00e0 la production \u2014 ainsi qu&#039;une grille d&#039;analyse \u00e0 5 dimensions pour choisir le bon premier cas d&#039;utilisation.<\/p>","protected":false},"author":4,"featured_media":0,"comment_status":"closed","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1311,1320],"tags":[],"class_list":["post-4978","post","type-post","status-publish","format-standard","hentry","category-ai","category-marketing-ai"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - 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