how to deliver value and avoid frustration in your quarterly business reviews
TRANSCRIPT
How to Deliver Value and Avoid Frustration in Your Quarterly Business Reviews @GetAmity @CSMPractice #QBRSuccess
How to Deliver Value and Avoid Frustration in Your
Quarterly Business Reviews
James Scott, @ukjamesscottExecutive Strategy Consultant, CSM Practice
How to Deliver Value and Avoid Frustration in Your Quarterly Business Reviews @GetAmity @CSMPractice #QBRSuccess
Housekeeping!Get your tweet on and join the conversation!
#QBRSuccess@GetAmity @CSMPractice
Q&A at the end – ask your questions in the chat box!
(if we run out of time, tweet or email us)
How to Deliver Value and Avoid Frustration in Your Quarterly Business Reviews @GetAmity @CSMPractice #QBRSuccess
Tell me!
Have you ever done a QBR?
How to Deliver Value and Avoid Frustration in Your Quarterly Business Reviews @GetAmity @CSMPractice #QBRSuccess
Were you happy with the IMPACT
it had on adoption, upsell, overall client success and
advocacy?
How to Deliver Value and Avoid Frustration in Your Quarterly Business Reviews @GetAmity @CSMPractice #QBRSuccess
Today’s Agenda• What is a QBR?• Top 8 Things That Go Wrong in QBRs• The Roadtrip Analogy• 4-Phase QBR Playbook and the 3 Magical Slides• QBR Golden Rules• Key Takeaways & Resources
How to Deliver Value and Avoid Frustration in Your Quarterly Business Reviews @GetAmity @CSMPractice #QBRSuccess
You are in the right webinar if…
You want to create a highly engaging QBR session where the decision makers hang on every value-soaked word that spills from your lips.
How to Deliver Value and Avoid Frustration in Your Quarterly Business Reviews @GetAmity @CSMPractice #QBRSuccess
What is a QBR?
How to Deliver Value and Avoid Frustration in Your Quarterly Business Reviews @GetAmity @CSMPractice #QBRSuccess
What is a QBR?• Quarterly Business Review• Scheduled on a regular basis (not always quarterly…)• Meeting, often in person• Strategic focus• Key stakeholders present
How to Deliver Value and Avoid Frustration in Your Quarterly Business Reviews @GetAmity @CSMPractice #QBRSuccess
What could possibly go wrong?
How to Deliver Value and Avoid Frustration in Your Quarterly Business Reviews @GetAmity @CSMPractice #QBRSuccess
Top 8 Things That Go Wrong in QBRs1. Key customer stakeholder doesn’t show up2. No clear agenda3. Customer presents list of technical issues and wants to work
through them4. Customer asks for update on recent ticket and CSM doesn’t know
about it5. Too much of the meeting is taken up with admin topics6. Lack of engagement during meeting7. Lack of agreed next steps8. Follow-up doesn’t take place
How to Deliver Value and Avoid Frustration in Your Quarterly Business Reviews @GetAmity @CSMPractice #QBRSuccess
How should you be thinking about a QBR?
What is the goal?
How to Deliver Value and Avoid Frustration in Your Quarterly Business Reviews @GetAmity @CSMPractice #QBRSuccess
The Roadtrip Analogy
How to Deliver Value and Avoid Frustration in Your Quarterly Business Reviews @GetAmity @CSMPractice #QBRSuccess
The Roadtrip Analogy
San Francisco
Philadelphia
How to Deliver Value and Avoid Frustration in Your Quarterly Business Reviews @GetAmity @CSMPractice #QBRSuccess
The Roadtrip Analogy
San Francisco
Philadelphia4 Things You Should Knowa) Current locationb) Next major city on your routec) Direction you’re heading (important!)d) What will you need to do to ensure you make it to the next
major city?e.g. get gas, visit restrooms, check tires, etc.
DISCUSS THE ABOVE AT EACH PITSTOP
How to Deliver Value and Avoid Frustration in Your Quarterly Business Reviews @GetAmity @CSMPractice #QBRSuccess
Your Customer’s Roadtrip (Journey)
Start of Relationship
Desired Outcome
How to Deliver Value and Avoid Frustration in Your Quarterly Business Reviews @GetAmity @CSMPractice #QBRSuccess
Your Customer’s Roadtrip (Journey)
Start of Relationship
Desired Outcome
4 Things You Should Knowa) Where are they on their journey?b) What is their next major milestone?c) Are they doing the right things to get to that milestone? SUCCESS
VECTORd) What will they need from you to help them reach their next milestone?
DISCUSS THE ABOVE AT EACH QBR
How to Deliver Value and Avoid Frustration in Your Quarterly Business Reviews @GetAmity @CSMPractice #QBRSuccess
Be their Goose!
or
Wingman Boiler Man
How to Deliver Value and Avoid Frustration in Your Quarterly Business Reviews @GetAmity @CSMPractice #QBRSuccess
How do we make QBRs great again?
How to Deliver Value and Avoid Frustration in Your Quarterly Business Reviews @GetAmity @CSMPractice #QBRSuccess
STOP CALLING THEM QBRs AND START
CALLING THEM EBRs!
Seriously! These are Executive-level meetings - so let’s make that
abundantly clear in our language to customers.
How to Deliver Value and Avoid Frustration in Your Quarterly Business Reviews @GetAmity @CSMPractice #QBRSuccess
EBRs DO NOT BECOME GREAT ON
THEIR OWN. To get great results from EBRs, the secret is to turn your one-off
great EBRs into a repeatable playbook.
How to Deliver Value and Avoid Frustration in Your Quarterly Business Reviews @GetAmity @CSMPractice #QBRSuccess
4PhaseTRIED-AND-TESTED
EBR PLAYBOOK
► The PLANNING phase► The PRE-EBR phase► The LIVE-EBR phase► The POST-EBR phase
How to Deliver Value and Avoid Frustration in Your Quarterly Business Reviews @GetAmity @CSMPractice #QBRSuccess
► The PLANNING phaseHow to create an EBR that promotes value like crazy(The 3 magical slides you MUST include)
► The PRE-EBR phaseHow to fill up your EBR with ATL stakeholders
► The LIVE-EBR phaseHow to skyrocket the client engagement to create trust and affinity
► The POST-EBR phaseHow to get your client to realize more value(AFTER your EBR has ended)
EBR PLAYBOOK
How to Deliver Value and Avoid Frustration in Your Quarterly Business Reviews @GetAmity @CSMPractice #QBRSuccess
Designing an EBR slide deck that promotes value like crazy
Planning Phase
How to Deliver Value and Avoid Frustration in Your Quarterly Business Reviews @GetAmity @CSMPractice #QBRSuccess
How to Deliver Value and Avoid Frustration in Your Quarterly Business Reviews @GetAmity @CSMPractice #QBRSuccess
SWEETEN THE EXPERIENCETell them something that they don’t know, which can help them either SAVE money or MAKE money.
1 SLIDE
How to Deliver Value and Avoid Frustration in Your Quarterly Business Reviews @GetAmity @CSMPractice #QBRSuccess
Create a sense of accountabilityGive them a score. Develop a sense of customer responsibility for outcomes.
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How to Deliver Value and Avoid Frustration in Your Quarterly Business Reviews @GetAmity @CSMPractice #QBRSuccess
Show them what else can they get!
• Current situation• Challenges• Top priorities• Impact / KPIs• Benefits
Lay the foundation for a Success Plan
3 SLIDE
Work Your Champion to complete this slide
How to Deliver Value and Avoid Frustration in Your Quarterly Business Reviews @GetAmity @CSMPractice #QBRSuccess
How to fill up your EBR with ATL stakeholders
Pre-EBR Phase
How to Deliver Value and Avoid Frustration in Your Quarterly Business Reviews @GetAmity @CSMPractice #QBRSuccess
Define WIIFMSend a powerful email invitation explaining ‘what’s in it for me?’
1) Executive alignment
2) Business benefits / value
3) Clear agenda
How to Deliver Value and Avoid Frustration in Your Quarterly Business Reviews @GetAmity @CSMPractice #QBRSuccess
How to skyrocket stakeholder interest and level of engagement and create TRUST and
AFFINITY
Live EBR Phase
How to Deliver Value and Avoid Frustration in Your Quarterly Business Reviews @GetAmity @CSMPractice #QBRSuccess
“No matter whether they buy into everything you discuss or not, make sure they walk away
feeling inspired, excited and driven to take action”
How to Deliver Value and Avoid Frustration in Your Quarterly Business Reviews @GetAmity @CSMPractice #QBRSuccess
ENGAGE: MAKE IT EFFORTLESS(create a 2-way conversation)
Current situation Challenges The Impact Priorities
The Ideal Solution
Perceived Value
Up / Cross-sell
Opportunities
How to Deliver Value and Avoid Frustration in Your Quarterly Business Reviews @GetAmity @CSMPractice #QBRSuccess
BE CURIOUS
Discovery Questions Perception of value Value realization
How to Deliver Value and Avoid Frustration in Your Quarterly Business Reviews @GetAmity @CSMPractice #QBRSuccess
How to DOUBLE your customer’s engagement
(AFTER THE EBR HAS ENDED)
Post-EBR Phase
How to Deliver Value and Avoid Frustration in Your Quarterly Business Reviews @GetAmity @CSMPractice #QBRSuccess
The power of email: ACTIONABLE FOLLOW-UPLead with clarity to maximize results
How to Deliver Value and Avoid Frustration in Your Quarterly Business Reviews @GetAmity @CSMPractice #QBRSuccess
Start with a Meeting Summary Meeting Details Key Points / Decisions Meeting Recording
How to Deliver Value and Avoid Frustration in Your Quarterly Business Reviews @GetAmity @CSMPractice #QBRSuccess
Lead with CLARITYCreate a detailed action items list.
Follow up on this list until you’re ready to present a revised success plan.
How to Deliver Value and Avoid Frustration in Your Quarterly Business Reviews @GetAmity @CSMPractice #QBRSuccess
Update the Success Plan
How to Deliver Value and Avoid Frustration in Your Quarterly Business Reviews @GetAmity @CSMPractice #QBRSuccess
4PhaseTRIED-AND-TESTED
EBR PLAYBOOK
► The PLANNING phase► The PRE-EBR phase► The LIVE-EBR phase► The POST-EBR phase
How to Deliver Value and Avoid Frustration in Your Quarterly Business Reviews @GetAmity @CSMPractice #QBRSuccess
What do you think?
How to Deliver Value and Avoid Frustration in Your Quarterly Business Reviews @GetAmity @CSMPractice #QBRSuccess
Nothing I’ve shared with you today is theory.
Every single one of these strategies is used by other Customer Success teams to maximize the lifetime value of their
customer base.
How to Deliver Value and Avoid Frustration in Your Quarterly Business Reviews @GetAmity @CSMPractice #QBRSuccess
An effective EBR playbook will...• Increase adoption, upsell and expansion revenue• Increase in customer advocacy• Reduce rate of churn• Provide consistency in how EBRs are delivered across the
team
How to Deliver Value and Avoid Frustration in Your Quarterly Business Reviews @GetAmity @CSMPractice #QBRSuccess
Now it’s time for you to create / update your own
EBR playbook!
How to Deliver Value and Avoid Frustration in Your Quarterly Business Reviews @GetAmity @CSMPractice #QBRSuccess
#EBRGoldenRules• Take Time to Prepare• Focus On The Journey• Set Clear Expectations• Create Meaningful Engagement• Agree Clear Actions• Share Accountability for Follow-
up
Alignment Trust Confidence Progress Desired Outcomes
Doing these…..
Will lead to these…..
How to Deliver Value and Avoid Frustration in Your Quarterly Business Reviews @GetAmity @CSMPractice #QBRSuccess
Key Takeaways• EBRs are a powerful ‘pitstop’ on the
customer’s journey towards their desired outcome(s).
• A poor EBR will cause client frustration and disruption.
• Create your own 4-Phase Playbook and remember the #EBRGoldenRules
How to Deliver Value and Avoid Frustration in Your Quarterly Business Reviews @GetAmity @CSMPractice #QBRSuccess
Take Action Today!• Go to www.csmpractice.com/blog and download our QBR checklist.• If you need help creating your own EBR Playbook, or have more
questions, email us at - [email protected] • Follow us on Twitter @CSMpractice
CSM SoftwareServices
Customer Success Workshops
Customer Success Strategy
How to Deliver Value and Avoid Frustration in Your Quarterly Business Reviews @GetAmity @CSMPractice #QBRSuccess
Q & A
How to Deliver Value and Avoid Frustration in Your Quarterly Business Reviews @GetAmity @CSMPractice #QBRSuccess
Thank you for being here!
#QBRSuccess