1. Marketing Quarterly/Yearly Business Review
Customizable PowerPoint Template

2. Instructions
Every marketing team should run a Quarterly Business Review (QBR) at the end of each quarter. The purpose of this meeting is to go over revenue and marketing team performance in detail to help with forecasting and planning.
Here are instructions for how to use this template:
Fill out the template with your own metrics
Each member of your marketing team should have an assigned section
Be sure to provide your marketing team specific instructions on what they are required to provide
Depending on your marketing team, schedule your QBR for 2-4 hours-–there will be a lot of information to go over!

3. Sample Agenda Overall Marketing Performance
Opportunity and Deal Analysis
Website and Content Performance
Demand Gen Program Performance
Target Account Analysis and Metrics

4. Overall Marketing Performance

5. Overall Marketing Performance Instructions
This section should be an overview of your overall marketing performance and can be assigned to marketing operations, or even an executive on your team. Including a section on overall marketing performance sets the stage for deeper dives in subsequent sections.
Here is what you should cover in the overall marketing performance section:
Last quarter’s goals
Quarter-over-quarter sales funnel trends
Quarter-over-quarter sales funnel conversion trends
Marketing influence on pipeline and revenue
Wins, learns, changes

6. Last Quarter’s Goals and Initiatives
Pipeline and Revenue Goals: Add last quarter’s pipeline and revenue goals
Sales Funnel Goals: Add last quarter’s sales funnel goals
Key Marketing Programs: Add last quarter’s key marketing initiatives and programs
Top Accounts: Add top accounts that you wanted to engage from last quarter

7. Quarter-over-Quarter Funnel Stage Trends
Fill in with your specific sales funnel stages—they may be different from the sample stages below
Funnel Stage Q1 Q2 Q3
Lead
No. of leads
MQL
No. of MQLs
SAL
No. of SALs
SQL
No. of SQLs
Opp
No. of Opps
Deal
No. of Deals

8. Quarter-Over-Quarter Funnel Stage Conversion Trends
Lead
MQL
Conversion from lead to MQL
SAL
Conversion from MQL to SAL
SQL
Conversion from SAL to SQL
Opp
Conversion from SQL to Opp
Deal
Conversion from Opp to Deal

9. Marketing Influence on Pipeline and Revenue

10. Wins, Learns, Changes WINS LEARNS CHANGES Win 1 Win 2 Win 3 Learning 1

11. Opportunity and Deal Analysis

12. Opportunity Analysis Instructions
Your marketing and sales teams want to know the buyer journey for each closed deal. This includes all of your successful marketing touches across every person associated with an account. Note that not all sales reps are great at attaching contacts to an account, so you may need lead-to-account matching in your CRM or attribution platform in order to understand the full buyer journey.
Here is what you want to detail:
Account name, product purchased, and deal amount
Number of successful marketing touches across everyone in that account
Number of people influencing the deal cycle (account contact, opportunity contact, orphan lead)
First-touch and last-touch analysis for the campaign that sourced the deal and converted the deal
Multi-touch attribution analysis for each campaign that influenced the middle of the buyer journey

13. Sample Opportunity Influence Template: Add Opportunity Name and Amount
Total Successful Marketing Touches (total successful marketing touches across every contact associated with account)
Total People Influencing (all contacts associated with account)
Total influencing campaigns (total campaigns that influenced the deal)
Account Journey
Date
Campaign Name
Channel
Contact Name
Title
Date of touch
Name of campaign
Name of Channel
Lead or contact name
Lead or contact title
10/25/2017
Webinar: EOQ Reporting
Webinar
Carrie Fisher
VP of Marketing

14. First-Touch Opportunity Analysis
What marketing programs sourced the most closed deals this quarter?
Campaign Name
Channel Name
Sourced Pipeline
Sourced
Revenue
LTO%
LTD%
CPD
Channel
$$ of pipeline sourced from program
$$ of revenue sourced from program
Lead to Opp conversion rate
Lead to Deal conversion rate
Cost per deal analysis

15. Multi-Touch Opportunity Analysis
What marketing programs influenced the most closed deals this quarter?
Campaign Name
Channel Name
Influenced Pipeline
Influenced
Revenue
Deal Touches
Channel
$$ of pipeline influenced from program
$$ of revenue influenced from program
No. of deals touched by campaign

16. Last-Touch Opportunity Analysis
What marketing programs converted the most closed deals this quarter?
Campaign Name
Channel Name
Converted Pipeline
Converted
Revenue
Converted Opps
Converted Deals
Channel
$$ of pipeline converted from program
$$ of revenue converted from program
No. of opps converted from program
No. of deals converted from program

17. Website and Content Performance

18. Content and Website Instructions
Analyzing your website and content performance is critical to understanding what messaging is working to acquire new leads and accelerate them through your sales funnel. You should look at the performance of both gated and ungated assets, and assets you use in paid programs. This gives you a holistic look at content across all of your different promotional channels.
Here is what you want to analyze:
Website traffic growth
What content brings people into your sales funnel (first-touch)
What content influences and accelerates people in your sales funnel (multi-touch)
What content helps to convert people from stage-to-stage (last-touch)

19. Website Traffic and Behavior
Include data from website analytics on overall traffic trends from previous quarter:
Sessions
Users
Page views
Average session
Bounce rate
Include data on top search queries, clicks, and impressions
Include top entrance pages

20. First-Touch Content Analysis
For content created within your selected timeframe
Content Asset
Downloads
Sourced MQLs
Sourced Opportunities
Sourced Revenue
Sourced Pipeline
ROI
Asset Name
No. of downloads
No. of MQLs sourced by asset
No. of opps sourced by asset
$$ of revenue sourced by asset
$$ of pipeline sourced by asset
Return on investment

21. Multi-Touch Content Analysis
For content created within your selected timeframe
Content Asset
Influenced Pipeline
Influenced Revenue
Opportunities Touched
Deals Touched
ROI
Asset Name
$$ of pipeline influenced by asset
$$ of revenue influenced by asset
No. of opps touched by asset
No. of deals touched by asset
Return on investment

22. Last-Touch Content Analysis
For content created within your selected timeframe
Content Asset
Converted Pipeline
Converted Revenue
Converted MQLs
Converted SQLs
Converted Deals
Asset Name
$$ of pipeline where the last touch is the asset
$$ of revenue where the last touch is the asset
No. of MQLs where the last touch before conversion was the asset
No. of SQLs where the last touch before conversion was the asset
No. of deals where the last touch before conversion was the asset

23. Demand Generation Programs

24. Demand Gen Program Analysis Instructions
To analyze all the performance of your demand generation programs, each program manager in charge of a channel should be assigned slides. In this deck template, we will use Events as an example, but the same template can be applied to ads, content syndication, s, field events, direct mail, and more. Repeat for as many channels as you need!

25. First-Touch Program Analysis: Events
For event programs that were run within the selected timeframe
Campaign Name
Sourced Leads
Sourced MQLs
Sourced Pipeline
Sourced
Revenue
Cost Per Lead
ROI
Event Name
No. of leads sourced from event
No. of MQLs sourced from event
$$ of pipeline sourced from event
$$ of revenue sourced from event
Cost per lead for event
Return on investment for event

26. Multi-Touch Program Analysis: Events
For event programs run within selected timeframe
Event Name
Influenced Pipeline
Influenced Revenue
Opportunities Touched
Deals Touched
ROI
$$ of pipeline influenced by event
$$ of revenue influenced by event
No. of opps touched by event
No. of deals touched by event
Return on investment

27. Last-Touch Program Analysis: Events
For event programs run within a selected timeframe
Event Name
Converted Pipeline
Converted Revenue
Converted MQLs
Converted SQLs
Converted Deals
$$ of pipeline where the last touch is the event
$$ of revenue where the last touch is the event
No. of MQLs where the last touch before conversion was the event
No. of SQLs where the last touch before conversion was the event
No. of deals where the last touch before conversion was the event

28. Target Account Analysis and Metrics

29. Target Account Analysis Instructions
Account-based marketing is a hot topic for today’s marketers, but how do you measure the effectiveness of your ABM strategy in engaging your top accounts? This section should outline key ABM metrics to show top accounts that are engaged by marketing and what channels and programs work to move the needle with your target accounts.
Even if you don’t have a target account strategy, you should still use this template to look at different segments of data. This type of measurement can be used when looking at different segments like geography, company size, industry, and more.
When analyzing account engagement you should include the following metrics:
Top engaged accounts across the entire database
Top engaged target (or segmented) accounts
What programs source the most target (or segmented) accounts
What programs influence the most target (or segmented) accounts
What programs convert the most target (or segmented accounts)

30. Top Engaged Database Accounts
Top engaged accounts in your database—includes both sales and marketing touches
Account Name
Marketing Engagements
Sales Activity
Total Contacts
Unique Engaged Contacts
% Engaged by Marketing
No. of marketing engagements
No. of sales touches ( s, calls, meetings)
Total contacts in your database for that account
Total engaged contacts for that account
Percent of those contacts engaged by marketing

31. Top Engaged Target Accounts
Top engaged target accounts—includes sales and marketing touches. Use this for target accounts or accounts by segment
Account Name
Marketing Engagements
Sales Activity
Total Contacts
Unique Engaged Contacts
% Engaged by Marketing
No. of marketing engagements
No. of sales touches ( s, calls, meetings)
Total contacts in your database for that account
Total engaged contacts for that account
Percent of those contacts engaged by marketing

32. First Touch Opportunity Analysis for Target Accounts
What marketing programs sourced the most target accounts within the selected timeframe?
Campaign Name
Channel Name
Sourced TA Pipeline
Sourced TA
Revenue
LTO%
LTD%
CPD
Channel
$$ of target account pipeline sourced from program
$$ of target account revenue sourced from program
Lead to Opp conversion rate
Lead to Deal conversion rate
Cost per deal analysis

33. Multi-Touch Opportunity Analysis for Target Accounts
What marketing programs influenced the most closed deals from target accounts within selected timeframe?
Campaign Name
Channel Name
Influenced TA Pipeline
Influenced TA
Revenue
Deal Touches
Channel
$$ of target account pipeline influenced from program
$$ of target account revenue influenced from program
No. of target account deals touched by campaign

34. Last-Touch Opportunity Analysis for Target Accounts
What marketing programs converted the most target accounts within selected timeframe?
Campaign Name
Channel Name
Influenced TA Pipeline
Influenced TA
Revenue
Converted Opps
Converted Deals
Channel
$$ of target account pipeline converted from program
$$ of target account revenue converted from program
No. of opps converted from program
No. of deals converted from program

35. Thank You!