9 Ways to Have an Effective QBR

Effective QBR
Every company does QBRs differently, but there are some tips that can be shared universally across industries and functions. Companies that have SaaS product offerings are looking to retain their accounts long-term, and optimally, expand them as well. The best way to start that process is to make sure that you’re meeting and possibly passing expectations. After that, focus on keeping the meeting concise and on-track by preparing an outline for the QBR, and appointing a moderator to lead the group through it. Set clear goals and expectations and keep the meetings small and manageable.

A QBR is a simple and powerful process for any company, during which past activities are reviewed to guide future planning and forecasting. The key to an effective QBR is that the executive team must conduct it with full transparency, with the intention of assessing past successes and unmet goals, in order to plan for the efficacy of future efforts.

In Every QBR,

  • Establish “checks and balances”
  • Build up processes to ensure existing customer revenue and growth are met
  • Discuss previous goals, including successes and failures
  • Plan for the next quarter, including goals to meet & key metrics

QBRs are very simple in format. Every three months, the client and account manager convene to discuss goals from the previous quarter, assess relative success, and look to the future achievements to strive towards. The goal in each QBR is to have an honest conversation with your customers that allows both parties to share what worked, and collaborate on how to improve the processes that didn’t pan out. Since most relationships, business-related or otherwise, flourish through continuous, clear, candid, and courteous communication, it’s important to have practices in place that allow both parties to focus their energies via productive methodologies, without making the interaction too formal.

Therefore, preparation before a QBR is vital, and you should plan what you will say during the meeting, as well as formulate presentations that display your progress towards mutual goals. After the meeting, it’s important to follow up with the clients, and conclude any remaining issues before closing these discussions till the next session.

Structure is critical to a productive QBR. Come in with a clear timeline, plan, and presentation so you can showcase your progress. Metrics are a great way to present growth, without being too heavy for everyone to follow. If you can complement your metrics with the appropriate visuals, you can quickly demonstrate your product’s value and ROI. Touch on the aspirations that weren’t met, because it’s important to show your effort, even if they weren’t entirely successful.