Channel Partner QBR Reset
Is your channel team executing Quarterly Business Reviews (QBRs) with channel partners? Often times, these QBRs are mostly a session for complaining, addressing pricing issues, late delivery issues, end customer complaints and the usual tap dancing around the allocation of MDF. This is a common problem. QBRs need to deliver more value to you and your Partners.
To make these QBRs effective and valuable for both parties, they need to be more strategic and most importantly underpinned by data and intelligence. Channel Managers need to be armed with Channel Sales Intelligence Data that is presented in a way that they can use it to help the Partner understand how to scale and grow their business based on what is working in other Partner businesses, sectors, etc.
An effective QBR meeting agenda would look like this:
Recap last quarter’s revenue numbers
Understand performance against target
Understand the objectives set by the Partner's executive team for the next quarter and how they see themselves achieving them
Understand what this means in terms of their engagement with their end customers
Understand how these objectives translate to your joint business
Review where success was achieved in the previous quarter, compare this success to the benchmarks and intelligence of the broader Channel and identify areas of wider Channel success not being taken advantage of by this Partner
Plan how to scale historical success, deliver new areas of success and/or address failures.
Set targets and agree what success will look like from a metrics perspective
Discuss the “how” of the next quarter business plan
Finalize and agree on tactics
Inside each of these agenda items there is a series of discovery questions your Channel Manager should execute with the partner. There are prescribed data insights and intelligence to present based on overall Channel performance and there are certain predetermined destinations to drive the conversation regarding committed mindshare and focus. And most importantly, the conversations executed with the end customer by a Partner need to be aligned with the agreed upon business plan and tactics defined in the QBR.
The most effective way to execute these high value QBRs at scale is to enable your Channel Managers with the QBR talk track. This will enable you to manage your Channel Managers to execute these QBRs more effectively so you can review the execution results in the same way you measure the effectiveness of your Channel Partners' execution of end customer conversations.