SF Cooper Logo
Articles Newsletter Success Alignment Model
Log In
← Back to all posts

A QBR is not a Report

Mar 10, 2025
Connect

This month's newsletter is supported by make.com, an automation tool that I've been using quite a bit myself recently. It saves me a lot of time by eliminating previous manual efforts.  

Try it yourself


Basic Data Shouldn't be in a QBR

Over the last couple of weeks, I've picked up on more and more conversations referring to a QBR as a report. For me, this couldn't be further from the truth. A few voices claim that the QBR is dead, especially in light of AI and automation. For those that think a QBR is a report, then sure, they are dead. I suspect some CSMs have only been pasting data showing user logins and feature usage, and that is not strategic information worth presenting, to be honest. This isn't to say data shouldn't be in a QBR, not at all. But when you do present it, it should form a key part of your story, where the data points help define what you want to highlight. 

 

Use a QBR to Demonstrate Value

But this is where I understand a QBR to be different. At its most basic, a QBR is an opportunity to articulate the value your software and services delivered against your stakeholders' Success Plan. It should be a strategic conversation about where you achieved, where you missed, and the corresponding plan for moving forward. In that context, there is little room for copying and pasting basic data from your platform logs. 

A big mistake I often see is that CSMs confuse their success measures with what's important to the client. Most stakeholders don't care too much about your NPS or CSAT scores; they do care about how your software has helped them directly meet their goals. If your client is licensing your technology to help reduce their R&D costs, you must show data points that demonstrate that. 

 

A QBR is a Strategic Conversation with your Stakeholders

In the current climate, CS teams often have to justify their survival by proving the value they deliver. QBRs are an excellent opportunity to do that, with an audience that includes your Decision Maker, Executive Sponsor, and Economic Buyer. I don't understand why a CSM would not want to take that opportunity.

Until next month.

Simon.

 

Follow me on LinkedIn: Personal | Company


When you're ready, explore the ways I can help you further.

  • Quick Coaching Call
  • 1:1 Guidance Sessions
  • Free Course

 

Responses

Join the conversation
t("newsletters.loading")
Loading...
Value Beats Adoption
Hello, it's Simon posting my latest newsletter where this month, I take a look at why adoption metrics have never been a core focus for me over my CS career.   Customers Wanted Results I've been working in Customer Success for nearly 15 years. In the early days, the role was very much focused on training and enablement. Showing the user which features and functions they needed to do their job. ...
Strategic Client Alignment: It's More Than Just QBRs
As mentioned in my recent LinkedIn update, I've been thinking a lot about the content I write about and the items I produce, and last month, I made a decision to expand my approach slightly. When I launched SF Cooper, my vision was focused on Quarterly Business Reviews (QBRs). When done right, they're incredibly powerful meetings. Yet, I frequently observed a misunderstanding and even reticence...
QBRs Are A Value-Driven Conversation
I've recently come across a few LinkedIn posts with comments like "Swap the QBRs for value-driven conversations." This phrase leaves me entirely astounded. I don't know what a QBR is if it's not a value-driven conversation. I really don't. For me, a QBR is, and always has been, a strategic conversation with your senior stakeholders. It's not just a meeting, it's a strategic opportunity to align...

The QBR Hero

Join an ever growing goup of professionals who receive my monthly newsletter, getting practical tips and advice enabling you to go from hosting average QBRs to running exceptional QBRs.
Contact Privacy Policy Become an Affiliate
© 2025 SF Cooper Ltd

Join The FREE Challenge

Enter your details below to join the challenge.