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FOUNDER’S GUIDE TO B2B SALES QUARTERLY BUSINESS REVIEWS (QBRS) What are they? Post-quarter meetings with the executive team, sales management, and sellers to review the previous quarter and plan for the next. As you scale, you’ll run QBRs by region. Key metrics You should review key metrics using a salesops-generated standard template that includes: • New ARR performance (absolute, plan-relative, YTD, YoY) • New ARR by type (new vs. expansion, net new ARR) • New ARR forecast accuracy (week 3 forecast / result) • Churn performance and forecast accuracy • Pipeline conversion (new ARR / week 3 pipeline) • Pipeline opportunity count (opportunities/seller) • Pipeline progression • Marketing funnel analysis • Quarterly employee net promoter score (NPS) Key analyses You should also present the results of key analyses, which should include: • Win/loss analysis (e.g. key deals, quantitative, third-party) • Churn analysis (via some taxonomy) • Quarterly customer satisfaction (CSAT) analysis, including NPS • Segment analysis (if applicable, by use-case, vertical, or sales channel) THE QUEST FOR REPEATABILITY Many people will ask you if you have a repeatable sales model. Few can define what that means. Repeatability is about producing a standard result given a set of standard inputs such as: • Standard hiring profile – background/experience of new hires • Standard training program – onboarding, but also ongoing • Standard support ratios – SCs, SDRs, managers, alliances • Standard territory • Standard kit – messaging, presentations, demonstrations, collateral • Standard sales process – and, as you get bigger, a sales methodology Can you produce a standard result? • For example, an 80% chance of a seller producing at 80%+ of quota in one year. SPRING 2023 .29

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