article | April 7, 2017
4 Things CEOs Must Do Before the Quarterly Business Review
Q1 has just ended. As CEO, you have recently completed or will be soon conducting the first Quarterly Business Review (QBR) of the year. The productivity of the QBR is up to you. It depends on whether sales and marketing leaders understand what’s expected of them. They must be ready to help you make intelligent business decisions. If you would like a hand preparing for your QBR, consider a trip to The Studio to spend time with us developing your QBR approach.
If you want to optimize your meeting time, proper planning is essential. Here’s a checklist of things you need to consider.
1. Time the Meeting Right
One of your chief concerns should be where the QBR falls on the calendar.
Schedule your QBR at least a week prior to the board meeting. Give yourself time to align your team and clarify your message. Ideally, your QBR output should flow right into your board presentation.
One week before the QBR, send the QBR dashboard to all participants. All pertinent data and updates should be communicated in advance.
Bottom line: Make sure you and your leaders are ready to hit the ground running.
2. Get the Metrics Straight
All QBR participants should be measuring progress the same way. Without previously agreed-upon metrics, you’re opening the door to inadequate or distorted reports.
A quarterly run rate paints a clear, definitive picture.
Let’s say your annual sales goal is $10 million; the quarterly run rate is $2.5 million. Your sales leader must compare his team’s performance against that benchmark.
If sales are below expectations, an A-Player sales leader won’t make excuses. Instead, he or she will have already taken steps to mitigate the damage.
Bottom line: Eliminate the possibility of cherry-picked data or Pollyanna spin.
3. Make Expectations Clear
The QBR isn’t an update meeting; it’s a working meeting. This distinction is huge.
When you sit down with your team, there should be no surprises. Nor should there be any doubt about what should happen next. Sales and marketing leaders own the numbers; they’re also responsible for solutions.
These are the questions they must be prepared to answer in detail:
If targets aren’t met, leaders should already have a remediation plan in effect. The best leaders come to the QBR with a few quick wins to demonstrate measurable progress.
Bottom line: The QBR isn’t about the metrics. It’s about how your team is converting your growth strategy into executable steps.
4. Help Leaders Identify Obstacles to Growth
Think of the space between strategy and execution as connective tissue. Broken tissue inhibits growth. Your sales and marketing leaders need help finding and repairing the breaks.
Where do these breaks usually occur? Mid-level management. Your leaders’ lieutenants don’t understand the strategy or how to implement it.
Bottom line: If there are disconnects in sales and marketing, show your leaders where to look. Emphasize the importance of establishing, communicating, and executing a clearly defined growth strategy.
Want to help your sales leader better prepare? Here’s our QBR Best Practice Checklist. If you would like to spend some time with me on your QBR approach, come see me in Dallas at The Studio, SBI’s multimillion dollar, one-of-a-kind, state-of-the-art executive briefing center. A visit to The Studio increases the probability of making your number because the sessions are built on the proven strength and stability of SBI, the industry leader in B2B sales and marketing.
You are already doing Market Segmentation, which is a great start, but how do you rank accounts with...
When a CEO steps into a turnaround situation, investors and board members are anxious for change. Em...
With the uncertainty of CoVid-19 looming over your market and your customers’ markets, are you...
Over the last week, we have seen the effects of the COVID-19 pandemic on the market, businesses, and...
Anyone that has ever led a sales organization of any size has probably experienced the feeling of re...
As budgeting season is in full swing, lofty ambitions for next year’s growth meet the stress o...
As a sales leader, you are always looking for ways to make your team more productive. At the end of ...
Earlier this year, SBI consultant Kirk Snider wrote, “the only way to provide a good experienc...
SBI TV episodes bring you Sales and Marketing insights from B2B industry thought leaders and growth experts, on topics like product, pricing, customer experience and success, and go to market. Catch up on new and previous episodes here.