QBR Script and template

EvaS

Dear GGR Community,

I`m looking for your input regarding QBRs.

What`s your script for those meetings? Which questions do you ask?

What are your goals?

How do you approach upsell/cross-sell?

Is anyone willing to share a QBR presentation you use?

Thanks.

Ed Powers

For a time while I was VP Client Success at my last employer, I also served as interim VP Marketing. This meant I was working with CSMs on both sides of the table, which gave me a unique perspective on QBRs.

First, I didn’t attend all of them. I was way too busy. And not all marketing vendors had substantial impact on the business, so many QBRs just weren’t worth my time. I ignored most invitations.

One vendor, however, absolutely nailed it, and they were key to our strategy. They provided comparative data, showing how our results were performing vs. other companies, especially our competitors. They highlighted specifically where we were doing well and where we were lagging. Then they proposed very helpful changes and improvements, some of which included greater investment. Of course, I had to weigh their proposals against other priorities, but we did increase spend where we could. And the annual renewal was automatic—the value was unmistakable, and they had earned my trust. They demonstrated interest, they knew their business and ours, and they were genuinely trying to help us get better results. They weren’t just trying to find tricky ways of selling us more stuff like almost all other vendors.

Food for thought.