Quarterly Business Review

To be a successful business owner, it is crucial for business owners to thoroughly understand their customer's demands and long-term goals.

Quarterly business reviews (QBRs) are one of the most precise and helpful tools to strengthen alliances, engage with executives, and determine how well customers recognize the value of your product.

It is also beneficial in ensuring both customer satisfaction and keeping engagements on schedule, and when used correctly, it can help your customer success team generate revenue for the company.

What is a QBR?

A quarterly business review (QBR) is a quarterly review meeting where business owners hold a meeting with existing customers and discuss their business, where your main focus is to learn how you can add more value to your product.

Of course, you won't know what your customer's specific needs are or the between them and our product through research alone, so won't it be a great idea to meet with your client on a monthly or quarterly basis and hear them directly instead?

During a QBR with customers, you should go over things such as:

  • The current state of your customer's products.
  • Any recent changes in their business that affect their need or services, such as growing their team or opening a new location.
  • Reviewing their ongoing tasks to assess where they are in current projects and what upcoming deadlines they have.

Most businesses undertake internal assessments once a fiscal quarter to monitor their revenues and other metrics. 

That's where QBR comes in. QBRs are essential because they let your clients see firsthand how your goods or services affect your client's business outcomes, operations, and bottom line. They give you the opportunity to connect with your clients and learn more about their objectives for their companies.

As a result, you can continuously modify your strategy to meet their needs, enhancing your relationship with them and keeping them interested in your business over the long run.

Although many businesses hold quarterly business reviews in person, you may conduct them remotely. However, it is suggested to be done in person as it is more than simply a routine check-in. The QBR process requires extensive planning and strategy.

Why is QBR important?

A business review is one of the most underutilized tools in the business world. QBR shows fresh approaches to assist clients in reaching their objectives, reveals opportunities and risks you are prepared to handle, and makes sure customers see you as a crucial component of their growth initiatives.

Here we highlight some of the importance of developing a QBR:

It allows for frequent check-ins with your customers

QBR aims to ensure customers find value in the products and services they invest in. From here, your customer may decide to renew their contract or continue to hold a partnership by acknowledging your deep mutual bond and the effort you put into helping your clients achieve their business goals

It allows you to regularly review your overall goal progress

While your monthly reports examine the signs of progress you have achieved during the month, a QBR enables you to compare your results to your annual or overall goals. In addition, QBR ensures that your teams work toward the same goals and solutions tailored to your company's objectives.

You can see where you are, spot performance gaps, and create plans to get back on track with the help of a quarterly business review. Performing a QBR can also help you identify holes in your strategy and, thus, allow you to make adjustments as needed. Thereby helping you in meeting your company goals.

It allows you to prevent some customer churn

Customer churn is inevitable. However, QBRs make it simpler to spot and stop some client turnover before it happens. 

Regular conversation with your customer enables you to recognize unfavorable feedback and address any issues before the client churns.

It allows you to align your company goals with those of your clients

A customer success QBR will focus on customers' expectations of your product which usually change over time to keep up with the marketplace's needs. 

If, for instance, the customer isn't using your product anymore, you can use the business review meeting to determine why or to reaffirm that your offering can help your customer achieve their goals. When your goals and clients are aligned, drafting action plans and streamlining the decision-making process becomes more transparent and direct. Doing so will be beneficial to both the customer and you.

It allows you to remarket your product

Customers' perceptions of your goods/services can occasionally change depending on the business environment. Think about how COVID affected your income, some clients may see your offering as a luxury and decided not to purchase from you anymore.

A QBR is a valuable tool for illustrating the importance of your product to their operations. By demonstrating the influence of your product on their organization, you may increase the likelihood that they will renew their contract and ensure they are aware of the advantages of your product.

It allows you to strengthen your customer relationships

After your sales team finalizes deals, communication between them and your new customers eventually fades out. 

With QBR, you can show that you view your customers as more than just a source of revenue. Holding a quarterly business review with customers is one of the finest strategies to guarantee long-term partnership with them.

A quarterly business review is a critical customer relationship management strategy that helps us identify what features are working for your customer and what is not.

What are the benefits of QBR?

QBRs offers a well-organized strategy that ensures your relationship with your customers strengthens. They also provide crucial information that you can use to increase the visibility of your product. 

Here are three benefits of QBR:

They help meet a mutual outcome.

Customers may see where they are on their objectives, new income prospects, reduced risk, and how your services helped them get there.

Additionally, QBR made the client equally responsible for and invested in specific common indicators, including the profit margin. 

Your assistance should help them reach their objectives, but ultimately, they must do the hard work. You can measure shared KPIs in QBR so that you and the client have a blueprint for reaching mutual outcomes.

They measure overall success.

KPIs should include business assessments, budgetary allotments, responsible parties, and reasonable deadlines. 

A scorecard that reflects this guarantees that all parties understand expectations and that your services steadily advance clients toward their goals. 

They strengthen customer commitment and partnership.

 Should identify current strengths and pinpoint changes that could encourage further growth. 

By doing this, you can boost customer loyalty and lower your turnover by demonstrating to the client that you understand how your particular contributions complement its business goal and that you're looking for new ways to interact. As you see, QBRs are beneficial to both you and your customers.

How do you create a QBR?

QBRs need to be strategic to be effective. It allows a more thorough understanding of the customer's business and plans. 

Additionally, it offers the starting points for initiatives that produce greater value. In the meantime, QBRs portray you as a reliable advisor rather than a vested vendor. Once a client sees you as the former rather than the latter, it strengthens your relationship with that client. 

It's an opportunity to show off ROI, establish a more personal connection with customers, and advance the goals of your business all at once.

By following these simple steps, you can then conduct your Quarterly Business Reviews:

Gather contacts and create an org chart

Determine the stakeholders and the people you will directly deal with during the implementation and evaluation of your QBR. Then, ask for a referral, or whoever can create KPIs that directly relate to the business objectives. 

By doing so, you can visually convey your customers' needs and know your relevant audience. Therefore, by the end of the review, your clients will see how your company reveals a solution to them.

 Establish business strategy goals

Recognize how your customer's goals align with your company's strengths and objectives. QBRs are very helpful when it comes to progressively working with clients.

Customers might use the review to voice their issues and look for long-term solutions, so it would be best to set your objectives firsthand and be very clear about how your services successfully address your customers' needs.

Create an Agenda

Before your business review meeting, make a plan and make sure everyone can access it (including internal team members and customer service representatives).

While it is important to show success during a QBR, your top priority should be to analyze the data and utilize it to guide future decisions.

Provide complex data and commercial figures that prove the value of your product to back up the issues on your agenda. After that, discuss benchmarks and goals you believe could assist clients in thriving more on their business model.

Learn about unresolved issues related to your service

Successful businesses go above and beyond by identifying open issues with which your team will take up and run.

Therefore, you must have the proper responses ready. Try to commit to memory any significant data, figures, or trends that are easy for you to recall. Basic subscription details, important dates, and prior plans and objectives are a few items to keep in mind.

 Know which KPIs will prove a win

Relatedly, and especially in smaller businesses, customers frequently wish to hand over a broad range of tasks without spending time deciding on specific KPIs to monitor during the engagement. 

Don't ever skip this part. 

Both business reviews and the relationship as a whole depend on it. You can't satisfy a client's demands if you don't know what you're striving for.

After gathering the data mentioned above for your customer discovery, here are things that you need to keep in mind:

  • Consider it carefully and develop a broad strategy for how you'll progressively assist the client in achieving the goals you've specified.
  • Make the strategy less prescriptive than necessary because you and the client will assess and improve it together. Incorporate those conclusions into an annual plan that you will evaluate quarterly.

  Close with your action plan

Be sure to restate your future action plan after you've presented your agenda and taken questions. This demonstrates to clients that you have thought through how to reach your new objectives and establishes clear expectations moving ahead. Make sure your objectives are clear, reasonable, and time-bound.

   Collect customer feedback

After the discussion, invite customers to share their opinions about your offering. Make sure to steer the topic to spotlight both favorable and unfavorable comments. This is because utilizing negative criticism to your advantage would only harm your relationships with stakeholders. 

Always follow up on unfavorable criticism with firm recovery strategies and a well-defined action plan. By gathering input at the end of the meeting, you'll have plenty of opportunities to discuss your agenda and give data that could refute any unfavorable viewpoints.

What should be included in the QBR?

Quarterly Business Reviews serve as a detector for early-warning signs in a business. When done correctly, you will have the excellent opportunity to address the customer's concerns, issues, and complaints about your product. 

Here we discuss what you should include in your QBR.

 QBR Agenda

A QBR without a plan wastes time for everyone, and you risk churn. 

Make an agenda and ensure that everyone present has a copy before the meeting. 

A clear agenda will establish expectations and simplify for clients to prepare their most crucial inquiries or discussion points in advance.

The following are a few of the essential things you should include in your QBR agenda:

• a strategy for achieving future objectives.

• a discussion of gaps and how to avoid them in the future.

• an analysis of product performance in the previous time frame.

• upcoming product modifications.

• how well your company performed compared to the last QBR meeting

To put it in simpler terms, the best QBRs follow a clear structure and direct strategy.

 Emphasize Business Return On Investment (ROI)

QBRs are an opportunity to demonstrate ROI and assist your consumers in seeing the value. ROI should therefore be the main topic of discussion during these meetings. 

Ask yourself, 

"Why did our client buy our product in the first place, and how well have we met that need over the last quarter." 

It will help you decide what ROI to concentrate on. Then, indicate your value delivery with numbers and data points throughout that period.

Keep track of your progress, modify timetables based on new objectives or insights from your consumers, and think about what else is feasible in light of the objectives you've already attained.

 Try to keep the discussion focused on the customer, their stated goals, and what is feasible for them, given what you know regarding their product adoption and usage. Spend the most time on this section of the QBR to ensure value delivery and renewals, adoption, and expansion.

 Present Benchmarking Data

Businesses enjoy comparing their performance to that of their rivals. They'll be willing to do business with you again if you can link that success to your product using factual data. 

For your sales and marketing groups to use that information to promote expansions and upsells, ensure you keep track of what stands out to your consumers, what questions they ask, and what metrics they discuss. 

Even though now might not be the best moment to make those upsells, it is still crucial to share the knowledge gained from each one and any valuable insights discovered.

 Customer Health Index (CHI)

A quarterly business review session is crucial to accumulate the said result of the meeting, tag all significant team members, and transfer all pertinent notes to the customer's record. The new context will update their customer health score, which should also be communicated to the bigger group. Provide a CHI that contains your most insightful data.


When used correctly, QBRs can assist in creating connections between your business and your clients that will last the duration of the client lifecycle.

It's crucial to always give in to data, but it is also important to avoid relying on templates. Consider customizing every meeting for each client.

After all, demonstrating your unique value to the customer and conveying how important they are to you are two of the key reasons you hold these meetings in the first place.

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