A page a customer's sponsor reads before the review call: goals scored, usage, support and your asks.
This is a QBR written to be read before the call, not presented during it. The example goes from a scheduling software company to the operations chief of nine senior living communities, and it's made up. A page can't agree next quarter's goals for you, so this one ends with an agenda for the call that will.
Who it's for
Customer success and account managers writing to the customer's executive sponsor: the person who signed the contract and will decide the renewal. They rarely log in to your product, so for them this page is the product. Send it two or three working days before the review.
If nobody set goals last quarter, skip the format. A short email with one number and one question fits better until there's something to score.
What a good one contains
- Last quarter's goals, scored. The sample tags the three goals agreed on October 8 as Met, Missed and Met late. The miss is in plain view: 81% of open shifts filled within a day against a target of 85%.
- A verdict in the opening paragraph. Agency hours fell 23% where 20% was agreed, and two communities are behind. That alone tells a sponsor where the account stands.
- One trend, charted. Six monthly bars of agency hours, the quarter under review in gold. It's the number the customer bought the software to move, so it gets the only chart.
- The result in their money. 1,470 fewer agency hours at $18 is $26,460, printed just above the $19,500 subscription. The rate came from the customer's finance team, so the sponsor will accept the sum.
- Usage split by site or team. An average of 73% weekly app use hides Maple Run at 54%. The two lagging communities sit first in the table, highlighted.
- Support, including the bad morning. Ticket counts and reply times, then a plain account of a 47-minute outage during a shift change.
- Next quarter's goals and your asks. Three proposed goals to settle on the call and three things you need from the customer, each dated.
Leave the call for what needs talking through
Close with an agenda that assumes the page has been read. The sample gives results five minutes of a 45-minute call and the two lagging communities twenty. Walk through the page aloud anyway and the sponsor learns not to open the next one.
Write the misses yourself. A goal the vendor marks Missed reads very differently at renewal from one the customer had to point out.
If the renewal falls inside the coming quarter, print its date in the header, where the sample has March 31.
How to send it
To named people. The sponsor will pass it to regional managers you've never met. Opening it to their company's domain lets that happen, and keeps a renewal date and their weakest sites away from everyone else.
Every page you publish gets one link that opens in any browser. You choose who can open it: anyone with the link, anyone with the password, or only the people and company domains you name, who sign in with Google or Microsoft. Change the page later and the link stays the same.
