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The UBR: How it differs from a typical QBR

Name: The UBR: How it differs from a typical QBR
Uploaded: 2023-01-20T14:28:00+00:00
Duration: 1 min 2 s
Channel: Bob London
Description: Bob London explains how User Business Reviews differ from traditional Quarterly Business Reviews. QBRs are vendor-centric, with the vendor talking 50-80%…

20 Jan 2023 · 1 min

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1:02

Bob London explains how User Business Reviews differ from traditional Quarterly Business Reviews. QBRs are vendor-centric, with the vendor talking 50-80% of the time to prove product value. UBRs flip this: they're customer-centric, focused on understanding how the customer defines value and what their business goals actually are.

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So if I had to contrast the UBR with the QBR, the QBR is, it's all about you and your product. The UBR is exclusively about them. Typically in a QBR, when it comes to value, you're trying to prove that it's, that your product is valuable to them or defend or convince that there's value because it's not always obvious. With the UBR, you're trying to understand how they define value on their terms. So that you can then have more successful interactions and meetings down the road. In terms of engagement, as I mentioned, you know, you may be talking 50, 60, 70, 80% of the time in most meetings because we feel obligated to fill up the space with things about us that just prove to them that they're getting value. And the outcome, instead of feedback about like, tell us how to make the product better, that's not their job. Their job is to understand their business and what they're trying to accomplish. So the outcome is not feedback about the product, it's insights about their business.