Should a QBR be a sales call?

Most Customer Success programs incorporate formal Quarterly Business Reviews (QBRs), often held at the client’s site. QBRs allow the customer success manager (CSM) to review important events in the past quarter, provide product updates, and define or confirm next steps for the coming quarter. The client’s decision makers attend QBRs, even if they do not interact with the CSM on a regular basis.

Are QBRs sales calls?

• Yes, in the sense that every interaction with customers is an opportunity to promote your products and services. QBRs do and should include an enthusiastic description of future product deliverables.
• Yes, since decision makers are present and can be asked to commit to renewals and additional purchases.
• But no, QBRs are not pure sales calls. They need to remain low-pressure events oriented towards improving the relationship rather than hard-sell opportunities.

It is perfectly reasonable and common to have the account executive attend QBRs (and, if not, s/he should be briefed on it both before and after). At the same time, the CSM should drive the QBR and set the tone, while the account executive takes a secondary role.

How do you structure QBRs?