Revamping Quarterly Business Reviews: A New Approach for 2025 and Beyond
In the bustling city of San Francisco, marketing teams are gearing up for what many consider a nerve-wracking rite of passage—the quarterly business review (QBR). Often seen as a stressful obligation, these meetings can be transformed into golden opportunities with a little bit of strategic planning and foresight.
Turning the QBR into a Power Move
Every three months, marketing leaders brace themselves for these reviews, which can sometimes feel like a boxing ring where the questions and scrutinies come fast and furious. However, it doesn’t have to be that way. QBRs can serve as platforms for showcasing the amazing work done by marketing teams, allowing them to present compelling narratives and drive valuable conversations.
Setting the Agenda: Take Charge
Rather than waiting for executives to steer the discussion, why not take the initiative and set the agenda yourself? This proactive approach allows you to highlight the key points you want to communicate, which can dramatically reduce the chances of being taken by surprise by unexpected inquiries. Think about the story you wish to tell and how the data you’ve collected can support that narrative.
Looking Beyond Revenue: The Bigger Picture
Traditionally, QBRs focus heavily on lead generation and conversion metrics, such as how many leads turned into customers. However, one must consider the broader aspects of marketing success, like operational efficiencies and cost savings. For instance, streamlining a process that previously took seven clicks down to just two can greatly enhance productivity—even if it doesn’t directly translate to revenue on the balance sheet. These improvements are valuable, and it’s essential to recognize and credit these contributions.
What Matters to Leaders?
When reporting your progress, keep in mind that business leaders care about the big picture. Instead of presenting just raw numbers and stats, translate those numbers into real-world implications. For example, you might mention how the average time required to reach MQL (Marketing Qualified Lead) status has decreased. This gives context and meaning beyond just figures, helping others see the tangible benefits of your work.
Preempting Questions is Key
Even if you’ve structured your presentation carefully, it’s inevitable that some leaders may have queries that veer off-topic. If you know there are certain metrics or data sets that executives will be curious about, consider addressing those offline rather than letting them hijack the conversation during the meeting.
Building Relationships with Stakeholders
Understanding your stakeholders—those who will attend the QBR and their superiors—is crucial. What keeps them up at night? What are their goals? Building relationships can help you tailor your presentations to meet their needs, ensuring that your data and insights resonate. Offering top-level insights instead of overwhelming them with heavy data allows you to build trust and align your objectives better.
Data Collection is Vital
Before you wrap up the QBR, it’s wise to set priorities for the upcoming quarter. Identifying a particular initiative or data points you want to focus on enables better data collection and success metrics alignment. This will not only prepare you to address inquiries effectively but will also set clear expectations for what outcomes you are striving for.
Highlighting Your Team’s Contributions
Many marketing operations teams work diligently behind the scenes, only getting their moment of recognition when something goes awry. The QBR is a perfect occasion to shine a spotlight on their hard work! Consider allowing team members to present their contributions, showcasing projects that led to time or cost savings, translating these into operational impacts to display the organization’s overall value.
Flipping the Script on QBRs
As we head into 2025, it’s the perfect time to reshape how we perceive quarterly business reviews. Instead of viewing them as stressful hurdles, let’s embrace them as opportunities to display our contributions, gather insights, and forge stronger connections.
Closing Thoughts
By taking the driver’s seat during QBRs, marketing leaders can not only demystify the process but also ensure their teams get the recognition they truly deserve. With the right mindset, QBRs can foster alignment, provide meaningful trend analysis, and encourage a culture of celebration—all while helping to reduce stress levels significantly.
