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:

 

  • What’s been done before?
  • What did we learn?
  • What’s being done now?
  • How will we correct course? (Where should we invest? How much do we need?)

     

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.

 

  • Perhaps your sales leader is overly focused on making the number. The number itself is the strategy. The sales team has no idea how to achieve the goal.
  • Maybe your marketing leader favors certain channels and allocates accordingly. But he or she hasn’t identified which channels generate the most interest and demand.

     

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.

 

The Studio Executive Briefing Center

ABOUT THE AUTHOR

Barry Somervell

Leverages public and private executive leadership experience with academic disciplines to develop emerging best practices that help B2B companies make their revenue number.

Barry is an experienced leader with a strong history of success in strategy and execution plans for private equity backed startups and transformations for Fortune 500 Public companies.

 

Prior to SBI, he held executive sales and development positions with HealthSouth, EDG Partners, Kindred Healthcare, and Tenet Healthcare.  Most recently Barry was the Senior Vice President of Strategy and Development for AdCare Health Systems.

 

Engaging people to bring ideas to life is his goal in every project. Gathering the real issues for sales team and developing a solution that meets their needs is what helps Barry achieve great success for his clients.

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