QBRs Need To Evolve

QBRs need to evolve.

Do suppliers review or adapt their QBRs to increase engagement? Can we break the default? Can we address the current operational cadence? Why should these be limited to occasional periodic check-ins a couple of times a year?

Anyone else tired of an hour-long tick box exercise where you get your buying data regurgitated back to you in a series of graphs and spend patterns? A record of the past is not a locked down pipeline for the future.

I already know all the top line data you are going to show me. I know what and where I am buying. I often know more about the supply than the SSP. These lack engagement and have little strategic outcome, and just populated with ‘Can you increase spend with us?” or the battering ram of trying to shovel unwanted or irrelevant supply to me.

What do I want from these?

I want you to understand my business and my needs, then apply these to the discussion and shape the content accordingly. I want you to inform me on what I don’t know. You get this through understanding my business.

Ask me open ended questions. Help me to unlock potential new strategies and tactics to engage with potential users across your supply. Help me to help you, to help me, to help you.

Collaborate

Let’s discuss gaps or future opportunities that are relevant. Drop the sales pitch. Make it interesting. Give me something concrete to think about and action upon. Let’s agree to review the outcomes at a specific time.

Are we collaborating enough? What are the blockers stopping us from growing with you? What can be addressed?

Partners who invest time regularly, understand our business, and are aware of our needs I gladly pull in closer to our activity ; and ignite them under various strategies.

These seem to have not developed or changed much over the past 10 years.

Let’s not just do them for the sake of doing them.