Wpromote QBR quarterly business template Template.pptx

qbr template

1. Your Quarterly Business Review Presented Month 00, 2020 1

2. Your Amazing Team Name Lastname Title Here Name Lastname Title Here Name Lastname Title Here Name Lastname Title Here Name Lastname Title Here Name Lastname Title Here 2

3. Agenda 1 Goals Of Q4 2020 2 Executive Performance Summary 3 Channel Performance Dashboards 4 Key Learnings & Challenges Of 2020 5 SEM Performance 6 Major Q4 Initiatives 7 Keys To Winning 2021 8 Social Performance 3

4. Goals Of Q4 2020 Quarterly Revenue $12,000,000 +50% You should include the 1-3 most important marketing goals that your team was tasked to achieve for the quarter (i.e. “Total budget & revenue goals”) and the outcome Paid Marketing Goals Quarterly Spend $6,000,000 +33% You should include the 1-3 most important business goals that align with your overall marketing strategy (i.e. “Expand products into two new large geographies”) and the outcome Business Goals 4

5. Executive Summary A brief one-page summary of the Quarter that distills the most important takeaway(s) and performance metric(s) The takeaways should summarize any key issues that have emerged and the most major findings You should limit yourself to one, perhaps two, main performance metrics. Focus on the most important business metric to your client and the growth (or decline) that you’ve seen If it is a major decline, you may consider frontloading more about the initiatives you’re undertaking to right the ship DON’T: Provide too much detail or background. This is a summary slide. You can discuss more of the “story” to the numbers without reading verbatim DO: Write this for an executive manager (VP+) that may only read one slide of your presentation. What do you NEED them to know? 5

6. Q4 PERFORMANCE DASHBOARD Paid Marketing The focus of the paid media dashboard is a more granular view of the executive summary. You’ll have individual sections for each marketing channel later in the presentation. In these text line items, you may wish to focus on secondary performance metrics, such as leading indicators of your client. Your highlights may also include specific category call-outs (such as geography, product type, service, or month). As long as it aligns with your executive summary & following slides, generally focus on areas that you’ve seen good growth from and keep the view at a comparison level (Quarter vs. Quarter; Year vs. Year) Include metrics on the right that are major KPIs for the business and their YoY/QoQ changes. 6 SPEND & REVENUE (1000s) Spend: +33% YoY Revenue: +50% YoY SIGNUP VOLUME Signups: +64% YoY sCPA $27.52 -19%YoY sCVR 30.89% +5%YoY ROAS 200% +13%YoY

7. Key Learnings Of 2020 7 Here you want to discuss the big learnings from over the quarter for all paid marketing channels . You’ll have individual sections for each marketing channel later. Include broad based numbers (X increased Y%) and showcase changes either year-over-year or quarter-over-quarter These learnings should not be surprising to your client (and especially your point of contact) These are ongoing learnings that should have been discussed throughout the quarter as you’ve applied specific strategies Don’t put in surprises or “gotchas” Be thoughtful and weave these points in consistently into your presentation as these learnings should reflect the broader theme of the data and recommendations

8. Key Challenges Of 2020 8 Include specific challenges that have been encountered in this quarter for all paid marketing channels . You’ll have individual sections for each marketing channel later. This will be a summary for your point of contacts bosses boss Don’t get too specific, keep it broad and important It’s not a challenge unless it’s had a material impact on the performance of the account You can talk about how you plan on overcoming these too A list of examples for challenges may be: Marketplace headwinds drove down demand New entrants to the space caused higher costs Challenges with the product caused shipping/order delays Marketing attribution resulted in under/over reporting

9. Q4’20 SEM Performance 1 SEM Performance By Channel/Tactic/Theme 2 Performance Trends By Month 3 Top Theme Performance 4 Specific Impact Slide 5 New Q4 Trends 9

10. PERFORMANCE BY Channel Your first performance data slide should be an aggregate view of all marketing dollars and revenue. You can decide what is the most important cut of data to use (such as by channel, month, geography, or tactic) based on prior client feedback. Generally the most important cut is the highest level of reporting you do on your weekly or monthly client calls. We tend to think a best practice in deck building is to have a portion of data be through a table and another portion be through a graph as it’s more visual. You can test different variations of graphs to find what works for the type of data you are presenting. Test different graph and table sizes. Align and evolve with feedback from your client. In the text column you can include specific call outs and highlights that you’d make on the data. Limit this to 2-3 major points. While presenting do your best to not read directly off the presentation. 10 REVENUE BY YEAR Q4’20 Q4’19

11. PERFORMANCE BY Tactic Your second performance data slide should be a more granular view of all marketing dollars and revenue. This cut of data is generally a deeper view into one of the subsets of your first slide. It’s a good practice to keep a structured view if you build multiple views into the data. For example, if you plan on breaking out by overall, tactic, channel, and geography data, make sure you build the hierarchy to what is most important to your client. Then break each slide down into the next most granular level. You can also use this as a time to prime the client for major tactics and strategies that were deployed in the quarter and their overall results. Save the granular details of specific initiatives until the initiatives section of the presentation. In the text column you can include specific call outs and highlights that you’d make on the data. Limit this to 2-3 major points. While presenting do your best to not read directly off the presentation. 11 CORE TACTICS TACTICS ADDED IN Q4 2020

12. PERFORMANCE BY Month Your third and additional performance data slides should follow the hierarchy that you’ve established for presenting to your client. An example of a hierarchy you may wish to deploy if you were an SEM account manager for a client with many tactics, geographies, and account types is the following Overall view Account view (Google/Bing) Tactics view (Search/Shopping/Display/Video) Monthly view (by overall or the Search tactic) Theme/Product view (by Search tactic) This breakdown gives you coverage for all data segments that would be necessary for a VP of Marketing to not only understand where all the marketing investments are being allocated, but have debate & make recommendations – core to QBR discussions. In the text column you can include specific call outs and highlights that you’d make on the data. Limit this to 2-3 major points. While presenting do your best to not read directly off the presentation 12

13. Specific Impact Slide An impact section can be used to highlight a large change in overall investment or revenue contribution, but does not need to be a specific initiative. This can be a deeper view of a major tactic or geography that has changed substantially over the comparison period. These are impactful or potentially impactful changes in strategy. If you present an impact slide, you’ll want to include this as a major tenet in your next quarter initiatives. Call out any tactic changes that went along with your strategy change, along side the data either in a summary, table, or graph. 13

14. Key Learnings Of 2020 14 Here you want to discuss the big learnings from over the quarter for your specific paid marketing channel (example: SEM or Social) Include broad based numbers (X increased Y%) and showcase changes either year-over-year or quarter-over-quarter Use the storylines from your previous performance / data slides to develop a framework for what to discuss here You can include learnings from other parts of your presentation, but keep it broad and mention that you’ll discuss in more detail when you get to those slides

15. Key Challenges Of 2020 15 Include specific challenges that have been encountered in this quarter for your specific paid marketing channel (example: SEM or Social) It’s not a challenge unless it’s had a material impact on the performance of the account. Here you can be more specific to your channel, but try to keep it high level for you’re the VP+ reader You can talk about how you plan on overcoming these too A list of examples for challenges may be Specific campaign type such as Shopping may have seen issues with the Google Merchant feed that caused a significant loss of impressions and impacted performance If remarketing was a goal for the quarter and the audience segmentation isn’t large enough to drive remarketing, this will be a big challenge Different product category performance might be seeing different trends based on new competitors raisingauction prices

16. Q4’20 SEM Initiatives 1 Seasonal Campaigns 2 Display Prospecting Bursts 3 Shopping Campaigns 4 GSP Remarketing 5 Smart Bidding Campaigns 6 YouTube Campaigns 7 Search Copy & Promo Testing 16

17. Key Initiative - Seasonal Campaigns The key initiative section is used to highlight everything that your team has been working on for the quarter. Key initiatives can include carve out spend tests, ad copy testing, landing page testing, geo locked testing for tactics, and the like. A good starting point is reviewing your weekly call agenda/notes, and any corresponding reporting. You may also find it necessary to keep a log of the major changes & initiatives throughout the quarter for compiling this list. Once you have the list baked out, you’ll want to stack rank them for importance/impact for your presentation. Look to include 7-10 items and realistically you may only present on 3-5 of them. Since you’ll be sending this deck to your client after the presentation, they will be able to review them as necessary. Include as much or as little performance data that you believe you need to convey the learnings. The client cares most about the learnings gained for these tests – even if they are failed tests. What did you test, what did you observe, and what insights were generated? 17

18. Key Initiative - Display Creative Optimization Your initiatives do not always need to have a positive growth trajectory. In fact, some of your tests will undoubtedly fail. The value in doing a post mortem and reporting on these failed tests is to derive major learnings. These learnings are the biggest value add for your client and their bosses. These learnings get passed up the food chain to even the board level in some cases (especially for big tests like Display, YouTube, TV, Radio, Billboard, etc.) When presenting learnings, try to distill the data down to the most bite sized piece that lets someone understand a win / loss by glance. Your job is to present on why something lost, especially as it relates to ad copy or creative testing. For example, was the background color or image your main test? Was it all ad copy related? How significant was the data size? How did you measure victory / loss? Come up with unique ways to show the imagery combined with the data. To the right is a made up example of an UBER display creative testing initiative slide that we might create. 18

19. Keys To Winning 2021 1 Offline Conversion Tracking 2 Position-based/Data-driven Attribution 3 Mobile Growth/Mobile CRO 4 Smart Bidding & Automation 5 Increasing Customer Share Of Wallet 6 Leveraging Upcoming Alphas And Betas 19

20. OFFLINE CONVERSION Tracking Your forward looking initiative slides are the tactics and strategies you look to utilize to hit next quarter and overall yearly goals. If you’re already regularly pitching a lot of new ideas, strategies, and tactics then this list will consist of a lot of topics that have come up in your most recent weekly calls. These might include: New creative testing (ad copy, landing page, display, video ads) Device or geography based testing New features / betas from Google, Facebook, and other partners Always include net new ideas and out of the box thinking, as executive teams are generally more excited to ask for these You can be very creative with this area. These slides don’t generally focus on data. This list should be between 7-10 ideas, stack ranked and expect that you may only discuss the first 3 in the actual meeting. You can include a ”Priority Level” for the stack rankings. 20 PRIORITY LEVEL: CRITICAL

21. Account Streamlining 21 PRIORITY LEVEL: HIGH The initiatives section is arguably the most important section of the presentation. Having good content and actionable items for your next quarter (and year) of work is critical. Your past performance can’t be changed, but with a good forward looking strategy you can right any ship. This is an area where you can discuss anything from entering a minor beta to a complete overhaul and restructuring of your account. Understand that for each idea you’ll need to provide supplemental reasoning and strategic insights for the WHY. Your client may also ultimately tell you some initiatives are not important to them. This is natural and should be expected. A good structure to think about initiatives is as follows: 1-2 long term (6-12 month) initiatives 1-3 middle term (3-6 month) initiatives 2-5 short term (0-3 month) initiatives Long term initiatives are focused on major business goals (such as large expansion into mobile or new geographies) while a short term initiative are more optimization or expansion focused.

22. Appendix Theme Performance By Month – Spend Theme Performance By Month – Signups Theme Performance By Month – Net Sales Theme Performance By Month – Scpa Theme Performance By Month – Roas Q4 Budget Planning Q4 Budget Plannin g 22

23. Tips for Customizing Presentation Branding 23 To change solid colors: Access the Layout in Slide Master mode Select the rectangle and adjust the color in Color Fill To change fonts: Access the Slide Master Select the font Choose the font style Replace charts: Delete example Create new data Paste into place