Execution & Playbooks: How Do You Run a Revenue Marketing QBR?
A QBR aligns targets, performance, insights, and next-quarter bets. It’s a cross-functional forum to inspect pipeline, velocity, win rate, CAC/LTV, and NRR—then commit to a test-and-invest plan tied to stage KPIs.
A revenue marketing QBR is a structured, data-driven review that connects last quarter’s execution to this quarter’s outcomes and next quarter’s plan. Within RM6™ and The Loop™, the QBR inspects stage health (awareness → expansion), validates attribution, and finalizes a prioritized backlog of plays with owners, budgets, and expected lift.
What a Great QBR Includes
QBR Agenda & Operating Rhythm
Run the QBR in 90–120 minutes. Share pre-reads 48 hours in advance, keep slides to signal-rich dashboards, and end with five to seven high-impact commitments.
QBR Checklist
- Pre-read & data QA: Finalize dashboards; confirm taxonomy (UTMs, campaign hierarchy, opp contact roles) and attribution settings.
- Scorecard review: Inspect goal attainment and variance; call out green/yellow/red by stage and segment.
- Stage deep-dive: Diagnose drop-offs MQL→SAL→SQL→Closed/Won; analyze by offer, channel, buying group, and cohort.
- Program & playbook readout: Wins, losses, experiment results (incl. holdouts); scale/stop/iterate decisions.
- Customer insights: Win/loss themes, competitive notes, PQL/product usage signals, expansion and renewal health.
- Next-quarter plan: Prioritized plays with owners, budget, start/end dates, KPI targets, and experiment design (success criteria).
Client Snapshot: From Lagging Pipeline to Q/Q Recovery
After a Q2 shortfall, a B2B SaaS team used a QBR to reallocate 22% of paid spend to high-intent search, doubled down on a “Workshop → POV” offer, and launched a Sales+Marketing fast-follow play. Q3 delivered +28% qualified meetings, +19% pipeline, and a 3.4-day improvement in stage velocity, while CAC decreased 14%.
Anchor your QBR to The Loop™, govern decisions with RM6™, and tie investment to multi-touch attribution so dollars follow proven plays.
Frequently Asked Questions
Make QBRs Your Growth Engine
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