Ahhh…holiday time. Who doesn’t love delicious Thanksgiving dinners, holiday parties, and the much-needed family time that comes at the end of the year? But for many marketers, the end of the year can also bring about a heightened level of anxiety around marketing Quarterly Business Reviews (QBRs), marketing budgeting and planning for the new year. So, instead of sitting in front of a fire sipping on hot cocoa, marketers spend countless hours staring at spreadsheets and CRM reports to determine what marketing investments really moved the needle during the year and the best way to report on those wins and losses.
Here at BrightFunnel, marketing QBRs are something we do every quarter. They are a great way to involve the whole team in pulling key metrics, they provide executive visibility into what we are working on, and QBRs help us with quarterly planning. But what should be included in a marketing QBR?
Let’s go through the key sections you should have your team prepare. And, to make running these meetings even easier for you, download our brand new 2018 Customizable Marketing Quarterly Business Review PPT Template.
1. Overall Marketing Performance
One of the most important aspects of a QBR is to go through overall marketing performance so your team and company can get a sense of how marketing moves the needle for the business overall. This section should recap last quarter’s goals and initiatives and then go deeper into how marketing performed against those goals.
Be sure to talk about quarterly sales funnel trends like how many leads, MQLs, SQLs, Opps, and Deals were generated and whether or not those conversion rates improved from last quarter. It’s also important to give an overview of how marketing has impacted the business by provide attribution data on how much pipeline and revenue marketing has sourced and influenced.
2. Opportunity and Deal Analysis
Once you and your team have gone through marketing’s overall performance, do a deep dive into your closed/lost and closed/won opportunities for the quarter. For deals that were won, go through the full account journey to understand how each individual from that account interacted with your marketing programs.
Additionally, spend some time pulling data on what marketing programs and channels sourced, influenced, and converted the most closed-won opportunities within that quarter so you can understand where your marketing initiatives fit in the buyer journey, what programs sourced deals, and what programs worked to accelerate deals to close.
Ask marketing operations to run these reports or even your Sales Development Manager.
3. Website and Content Performance
Have your content and website manager pull metrics around website and content performance so you can understand how traffic is growing on your website and what messaging resonates with your website visitors. Ask your website manager to pull metrics around website traffic, behavior, search queries, and growth.
For content performance, you want to understand what content is the most successful for sourcing, influencing, and converting deals. Understanding where each content asset and messaging fits into the sales cycle can help you and your team make better messaging decisions to serve the right content, to the right person, at the right time.
4. Demand Generation Programs
Assign sections to each program manager on your team responsible for a particular channel. By analyzing the individual programs in each channel, you can make better budgeting and planning decisions in the future. Examples of channels to analyze would be events, emails, paid programs, advertising, social media and more.
For each demand generation channel, have the corresponding program manager report out on what individual program was the most successful for sourcing, influencing, and converting revenue and pipeline. What as was the best program and what was the worst? Where should you double down next year and where should you reallocate budget?
5. Target Account Analysis and Metrics
Account-based marketing is a hot topic for many of today’s marketing teams, but how are your ABM initiatives performing against your target accounts? Do a deep-dive into how your universe of accounts are engaging with your brand.
Analyze the top engaged accounts in your full database and also analyze various segments of accounts. If you have a target account strategy you need to understand the engagement level of each target account. You can also use this time to discuss accounts different account segmentations like various industries, company sizes, locations, and so on.
Next, do a deep dive into how your marketing programs are performing against target accounts. What programs have been most successful for getting target accounts into your sales funnel and what programs have been the most successful for getting target accounts to convert? These metrics can be pulled be a demand generation manager or even your Sales Development Manager.
Your QBR meeting could take multiple hours depending on your team size, so make sure you have enough time! To get a full template of how to do your marketing metrics meetings, download our 2018 Customizable Marketing Quarterly Business Review PPT Template.