Re-invigorating the QBR to meet buyers’ needs

The research finds that buyers have clear views about how QBRs could and should be improved to meet their evolving needs.

At a top-line level, buyers see an urgent need for suppliers to deliver more strategic advice and direction, rather than focusing solely on operational or tactical matters. They also state that suppliers should be giving more consideration to the content and information they share and present throughout the QBR process, before, during and after each review meeting.

Top six types of content buyers want to see during QBRs

1. Operational performance data
2. How the supplier has addressed feedback
3. How the supplier has addressed challenges raised
4. A focus on strategic planning for the remainder of the contract
5. KPIs/SLAs trends over time 
6. KPIs/SLAs against current targe
   
   

Top six types of content buyers want to see after QBRs

1. A clear plan to deliver agreed outcomes 
2. Key actions and next steps
3. An opportunity to provide feedback
4. The opportunity to follow up with senior leadership at your supplier 
5. Executive summary of meeting 
6. A copy of all materials presented

Buyers point to a wide range of content types that they regard as very important for suppliers to include in their QBRs. Notably, buyers in finance roles are more likely to want to see operational performance data and strategic plans, those in procurement want to see KPIs against targets, and those in operations are most interested in content showing opportunities for added value and innovation.

Equally, if not more importantly, given the extent to which buyers feel that suppliers don’t deliver on the promises they make, the research also uncovers a wide range of content that buyers deem to be critical subsequent to each meeting. Above all else, they want suppliers to provide clear plans to deliver agreed outcomes and key action points following meetings.

Buyers are also calling on suppliers to create clearer and more effective channels for them to communicate feedback, both in written form (through email or a client feedback tool, like Pulse) and verbally (during QBR meetings or in one-to-one meetings).

Preferred communication methods for buyers to share negative feedback with suppliers

Final thoughts

Buyers are demanding a more strategic and value-driven approach to QBRs, moving beyond operational reporting to meaningful discussions on performance, innovation, and future planning. Clearer communication channels for feedback, both written and verbal are essential for strengthening supplier relationships and ensuring continuous improvement. To meet evolving buyer expectations, suppliers must focus on delivering actionable insights, addressing concerns effectively, and providing structured follow-ups. By doing so, QBRs can become a powerful tool for fostering trust, collaboration, and long-term success.