Dear SaaStr: How Do I Do a Good QBR (Quarterly Business Review) With Customers?
It’s a great question as QBRs have in many cases degenerated into upsell meetings, with zero value for the customer. That’s not what you want. More on that here”
QBRs (Quarterly Business Reviews) can be incredibly valuable if done right, but they’re often mishandled. Especially these days, when Customer Success so often reports to Sales.
Too many QBRs turn into boring PowerPoint presentations or thinly veiled upsell attempts, which customers hate. The goal of a QBR should be to add value, not just check a box or push more products. Here’s how to do them effectively:
1. Make It About the Customer, Not You
The QBR isn’t about showing off your product or patting yourself on the back. It’s about aligning with your customer’s goals and showing how you’re helping them achieve those goals. Start by asking:
- What are their business objectives? What did they want to achieve when they signed up with you?
- Are you delivering on those objectives? Be honest about where you’re succeeding and where you’re falling short.
- What’s next for them? Use the QBR to understand their roadmap for the next 6-12 months and how you can support it.
- And importantly — ask them ahead of time what they want to discuss. Too few do this for real. And start there.
2. Avoid the “Death by PowerPoint” Trap
No one wants to sit through a 30-slide presentation. Instead:
- Focus on Outcomes: Highlight key metrics that matter to the customer (e.g., ROI, efficiency gains, cost savings).
- Be Visual: Use simple, impactful visuals to tell the story. A few charts are better than a wall of text.
- Keep It Short: Aim for 30 minutes max. Respect their time.
3. Don’t Make It a Sales Pitch. Please.
This is critical. If your QBR feels like a thinly disguised upsell, you’ll lose trust. Instead:
- Add Value First: Share insights, best practices, or benchmarks that are relevant to their business.
- Upsell Organically: If there’s a natural opportunity to expand the relationship, frame it as a way to help them achieve their goals—not as a way to hit your quota.
4. Bring the Right People
One of the biggest mistakes is sending someone who doesn’t know the customer or their business. Customers hate it when a random account manager shows up and clearly hasn’t done their homework. Instead:
- Send Someone Senior: If possible, have a VP or even the CEO join for key accounts. It shows you value the relationship.
- Do Your Homework: Whoever leads the QBR should know the customer’s business, their goals, and their history with your product inside and out.
5. Combine It with a Product Roadmap Review
Customers love to know what’s coming next. A product roadmap review can be a great way to make the QBR more engaging:
- Show What’s Coming: Share upcoming features or improvements that align with their needs.
- Get Their Input: Ask for feedback on the roadmap. It makes them feel like a true partner and stakeholder in your product.
6. Segment Your Approach
Not all customers need the same level of attention. For example:
- Enterprise Accounts: Do in-person QBRs whenever possible. These are your most valuable customers, and face-to-face meetings build stronger relationships.
- Mid-Market Accounts: Virtual QBRs are fine, but still make them personal and tailored.
- SMBs: You might not have the resources to do QBRs for every small customer. Instead, consider doing group webinars or sending a quarterly email update with key insights.
7. Track and Follow Up
The QBR shouldn’t be a one-and-done event. After the meeting:
- Send a Recap: Summarize the key points, action items, and next steps.
- Follow Through: If you promised to fix something or deliver a new feature, make sure it happens. Nothing kills trust faster than broken promises.
Final Thought
QBRs are an important chance to deepen your relationship with customers, but only if you approach them with the right mindset. Focus on adding value, aligning with their goals, and showing that you’re a true partner—not just a vendor. If you do this consistently, renewals and upsells will happen naturally. Stop forcing it.
And a related post here:
