Using QBRs to Demonstrate ROI and Uncover Upsell Opportunities

Quarterly Business Reviews (QBRs) are your golden opportunity to showcase value, build trust, and identify new opportunities for growth. By approaching QBRs strategically, you can reinforce ROI while naturally uncovering upsell or cross-sell opportunities.

Framework for ROI-Focused QBRs

1. Preparation: Set the Stage

• Collect Data: Gather performance metric aligned with the customer's original goals (e.g., CAC, LTV, pipeline velocity, time-to-value). Use tools like Databox to visualize results.

• Pre-Meeting Survey: Send a quick survey to understand:

  • What's working well?
  • Current pain points or roadblocks.
  • Desired focus areas for the QBR.

• Personalize the Agenda: Tailor the session to address their KPIs, key milestones, and industry challenges.

2. Structure of the QBR

   1. Welcome & Agenda
      • Set expectations for the meeting and confirm alignment on goals for the meeting and confirm alignment on goals.
      • Example Script: "Today, we'll review the value delivered, share progress on your goals, and discuss how we can help you achieve even more."
   2. Recap & ROI Showcase
      • Recap the customer's initial objectives.
      • Present key metrics and success stories to demonstrate ROI:
        • Revenue impact (e.g., $500k in pipeline generated).
        • Efficiency gains (e.g., 20% faster onboarding).
        • Risk mitigation (e.g., reduced churn by 15%).
      • Use SPICED to frame the impact:
        • Situation: Initial challenges.
        • Pain: Why the status quo wasn't working.
        • Impact: Measurable results achieved.

3. Celebrate Wins

   • Create a “Popsicle Moment” by presenting an infographic or certificate highlighting their achievements.
   • Example: “In the past quarter, you’ve saved 300 hours in manual tasks and increased deal velocity by 25%—a huge win!”

4. Explore Current Challenges

   • Ask open-ended questions to surface new pain points:
     • “What’s your biggest blocker right now?”
     • "How has your team adapted to recent market/industry changes?"
   • Dig deeper to uncover unmet needs or gaps..

5. Upsell Opportunity Identification

   • Leverage insights from current challenges to suggest solutions:
     • Offer additional features, services, or training aligned with their needs.
     • Share impact stories from other customers with similar challenges and how they benefited from upsells.
   • Example Script: “We’ve seen companies like yours achieve even greater results by adding (specific feature or service). Would you like me to explore this further?"

6. Roadmap Alignment

   • Present a roadmap of upcoming initiatives, highlighting areas of collaboration and growth.
   • Suggest enhancements to current usage or new projects to drive additional value.
   • Example: “We’ve identified opportunities to further optimize your pipeline by integrating (new feature). Let’s discuss how this can fit into your goals.”

7. Next Steps

   • Confirm action items and follow-ups.
   • Example: “Based on today’s conversation, we’ll share more details about(upsell opportunity) and set up a session to dive deeper.”

Best Practices for Effective QBRs

1. Lead with Impact

   • Focus on measurable outcomes and results rather than features or activities.
   • Visualize ROI with clear, easy-to-digest charts or reports.

2. Keep it Collaborative

   • Ensure the meeting is a two-way conversation, not a one-sided presentation.
   • Ask thought-provoking questions to engage the customer and uncover needs.

3. Be Proactive

   • Anticipate potential challenges they may face and have solutions ready.
   • Suggest value-adds that align with their evolving goals

4. Leverage Stories

   • Use impact stories to show how other customers achieved success with similar upsells.

5. Document and Follow Through

• Share a summary of the QBR with key insights, ROI demonstrated, and suggested next steps. Example QBR Agenda

Example QBR Agenda

1. Welcome & Agenda (5 minutes)
2. Recap & ROI Showcase (15 minutes)
3. Celebrate Wins (5 minutes)
4. Explore Current Challenges (10 minutes)
5. Upsell Opportunities (10 minutes)
6. Roadmap & Next Steps (5 minutes)

Why This Works

• Demonstrates Value Continuously: Regularly showcasing ROI reinforces the customer’s decision to work with you.
• Uncovers Needs Naturally: By exploring challenges and gaps, you can introduce upsell opportunities in a helpful, non-salesy way.
• Builds Advocacy: Celebrating wins and delivering value builds trust, increasing the likelihood of referrals and testimonials.

References + Resources