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.
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.
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