Sales AI Skill

Ebr Executive Business Reviews

Plan and execute Executive Business Reviews (EBRs) with customer leadership to demonstrate value, align on strategy, and identify expansion opportunities through data-driven executive presentations. Use when preparing EBRs, conducting quarterly business rev...

EBR — Executive Business Reviews

Drive strategic alignment and expansion revenue through data-driven executive presentations.

Workflow

Schedule EBR 3-4 weeks in advance with customer executive and internal stakeholders.
Gather data: usage metrics, ROI, support history, business outcomes, industry benchmarks.
Build executive-level presentation focused on business value (not product features).
Internal dry run with AE/CSM/SE to align on narrative and expansion strategy.
Conduct EBR meeting (60 minutes) with customer executive team.
Document outcomes: expansion opportunities, strategic commitments, action items.
Follow up within 48 hours with recap and expanded proposal if applicable.

EBR Presentation Structure

EBR PRESENTATION AGENDA (60 minutes)
======================================

SLIDE 1: EXECUTIVE SUMMARY (2 min)
  ────────────────────────────────
  - Thank you and appreciation
  - Purpose of today's meeting
  - Key outcomes we'll cover
  - Agenda overview

SLIDE 2: BUSINESS OUTCOMES ACHIEVED (10 min) ★★ KEY SLIDE
  ────────────────────────────────────────────────────────
  Focus: Quantified business results since implementation
  
  Metrics displayed:
    - Primary KPI achieved: [metric] ([%] improvement, $ impact)
    - Secondary KPI achieved: [metric] ([%] improvement)
    - Tertiary KPI achieved: [metric] ([%] improvement)
    - ROI summary: [$ invested] → [$ returned] ([X]x ROI)
  
  Visual: Before/after comparison chart or dashboard screenshot
  Narrative: "Since implementing [solution], your team has achieved [result]"

SLIDE 3: PLATFORM ADOPTION & USAGE (5 min)
  ────────────────────────────────────────
  Focus: How the customer is using the solution
  
  Metrics displayed:
    - Active users: [X] of [Y] seats ([%] utilization)
    - Features adopted: [X] of [Y] available ([%] adoption)
    - Top 3 features used: [list with usage frequency]
    - Usage trend: [chart showing growth over time]
  
  Visual: Usage adoption chart or feature heatmap
  Narrative: "Your team has adopted [X] features, with [feature] being the most utilized"

SLIDE 4: INDUSTRY BENCHMARKING (5 min)
  ──────────────────────────────────────
  Focus: How customer compares to peers
  
  Metrics displayed:
    - Customer's score vs. industry average: [X vs Y]
    - Peer company results: [2-3 anonymized comparisons]
    - Best-in-class benchmark: [target score]
    - Opportunity gap: [what best-in-class does differently]
  
  Visual: Benchmark chart or quadrant
  Narrative: "You're performing [above/below] industry average in [area], with opportunity in [area]"

SLIDE 5: STRATEGIC ROADMAP ALIGNMENT (10 min)
  ────────────────────────────────────────────
  Focus: How our product roadmap supports their business strategy
  
  Content:
    - Their stated business priorities for next quarter/year
    - How our upcoming features support each priority
    - Product roadmap (next 4-8 quarters) — relevant features only
    - Custom development opportunities (if applicable)
  
  Visual: Roadmap timeline mapped to their priorities
  Narrative: "Here's how we're building the solution you need for [their goals]"

SLIDE 6: EXPANSION OPPORTUNITIES (10 min) ★★ KEY SLIDE
  ──────────────────────────────────────────────────────
  Focus: Specific expansion recommendations with projected ROI
  
  Opportunities presented:
    1. [Opportunity 1]: [description] → projected [$] impact by [date]
    2. [Opportunity 2]: [description] → projected [$] impact by [date]
    3. [Opportunity 3]: [description] → projected [$] impact by [date]
  
  Expansion options:
    - Additional seats/users: [count] at [$] — addresses [need]
    - Additional modules/features: [list] at [$] — addresses [need]
    - Enterprise tier upgrade: [$] — addresses [need]
    - Multi-year commitment: [discount %] — saves [$]
  
  Visual: Expansion ROI summary (investment vs. projected return)
  Narrative: "Based on your growth trajectory, we recommend [expansion] — here's the ROI"

SLIDE 7: SUPPORT & SERVICE HEALTH (5 min)
  ────────────────────────────────────────
  Focus: Service quality and support experience
  
  Metrics displayed:
    - Support tickets resolved: [count] ([%] within SLA)
    - Average resolution time: [X hours] (vs. SLA: [Y hours])
    - Customer satisfaction (CSAT): [X/5]
    - Uptime: [99.X%] (vs. SLA: 99.X%)
  
  Visual: Service health dashboard or trend line
  Narrative: "Your support experience has been [strong/improving], with [metric] trending [direction]"

SLIDE 8: SUCCESS PLAN & NEXT STEPS (5 min)
  ────────────────────────────────────────
  Focus: Actionable commitments from both parties
  
  Content:
    - 3 strategic priorities for next quarter
    - Expansion next steps (if discussed)
    - Support commitments from our side
    - Engagement commitments from their side
    - Next EBR scheduled: [date]
  
  Visual: Quarterly action plan with owners and dates
  Narrative: "Here's what we commit to deliver, and what we need from your team"

SLIDE 9: APPRECIATION & REFERENCE (3 min)
  ────────────────────────────────────────
  Focus: Customer advocacy and relationship strengthening
  
  Content:
    - Thank you for partnership
    - Reference/case study opportunity (if applicable)
    - Customer advisory board invitation
    - Executive relationship invitation (CEO-to-CEO event)

EBR Preparation Checklist

EBR PREPARATION TIMELINE
==========================

T-4 WEEKS: SCHEDULING & ALIGNMENT
  ────────────────────────────────
  ☐ Send EBR invitation to customer executive
  ☐ Confirm attendee list (both sides)
  ☐ Internal kickoff: AE + CSM + SE alignment meeting
  ☐ Define EBR objectives (value demo, expansion, strategic alignment)
  ☐ Identify expansion opportunities to present

T-3 WEEKS: DATA GATHERING
  ────────────────────────
  ☐ Pull usage data (last 90 days)
  ☐ Pull support data (ticket volume, SLA, CSAT)
  ☐ Calculate ROI metrics (business outcomes)
  ☐ Research industry benchmarks
  ☐ Review product roadmap for relevant features
  ☐ Gather customer quotes/testimonials

T-2 WEEKS: PRESENTATION BUILD
  ────────────────────────────
  ☐ Draft EBR deck (9-slide structure above)
  ☐ Build data visualizations (charts, dashboards)
  ☐ Write executive summary (1 page)
  ☐ Prepare expansion proposal (pricing, ROI)
  ☐ Review by marketing (design, branding)

T-1 WEEK: REVIEW & REHEARSAL
  ────────────────────────────
  ☐ Internal dry run (30 min) — AE, CSM, SE
  ☐ Refine presentation based on feedback
  ☐ Pre-brief customer champion (agenda, themes)
  ☐ Send pre-read (1-page executive summary) to customer
  ☐ Final check: all data accurate, pricing confirmed

T-0: DAY OF EBR
  ──────────────
  ☐ Tech check (video, screen share, deck)
  ☐ Final data refresh (today's metrics)
  ☐ Attendees confirmed
  ☐ Backup plan (if executive can't attend)

EBR Analytics

EBR PERFORMANCE METRICS
=========================

Volume Metrics:
  EBRs conducted this quarter: [count]
  EBRs scheduled for next quarter: [count]
  Average EBR frequency per account: [X per year]
  EBR attendance rate (customer): [%]

Outcomes:
  EBRs resulting in expansion: [count] ([%])
  Expansion revenue from EBRs: [$ amount]
  Average expansion deal size (EBR-sourced): [$ amount]
  EBRs resulting in reference commitment: [count]
  EBRs resulting in advisory board join: [count]

Impact:
  Accounts with regular EBRs — churn rate: [%] (target: <5%)
  Accounts without EBRs — churn rate: [%] (target: <10%)
  NRR for EBR-covered accounts: [%] (target: >120%)
  NRR for non-EBR accounts: [%]
  Executive relationship score (post-EBR survey): [X/5]

EBR QUALITY SCORECARD:
  ╔═══════════════════════╦═══════════════════════════════╗
  ║ Criteria              ║ Score (1-5)                   ║
  ╠═══════════════════════╬═══════════════════════════════╣
  ║ Data accuracy         ║ [score]                       ║
  ║ Executive relevance   ║ [score]                       ║
  ║ Expansion clarity     ║ [score]                       ║
  ║ Customer engagement   ║ [score]                       ║
  ║ Next step commitment  ║ [score]                       ║
  ╚═══════════════════════╩═══════════════════════════════╝
  
  Post-EBR survey sent to customer: "How valuable was this review?"

Edge Cases

Executive unavailable: Customer executive repeatedly reschedules EBR
Mitigation: Offer multiple time slots across 2 weeks
Offer shorter version (30 min "executive brief" vs. 60 min full EBR)
Send pre-recorded video EBR as alternative
Engage through champion to schedule internally
If still unavailable after 3 attempts: document and escalate

Negative outcomes to present: Customer hasn't achieved expected results
Mitigation: Frame honestly but constructively: "Here's where we are, here's the plan to get there"
Include specific improvement plan with timelines
Own any shortcomings on our side
Present corrective actions already taken
Focus on path forward, not past failures

Expansion resistance: Executive interested but not ready to expand
Mitigation: Plant seeds without pressure: "Here's what's possible when timing is right"
Document interests for future follow-up
Provide ROI data they can review internally
Schedule follow-up check-in (30 days) to revisit
Focus on value demonstration in current EBR

Integration Points

Gainsight/ChurnZero: Customer health data for EBR preparation
Salesforce/HubSpot: EBR activity logging; expansion opportunity creation
Slido/Mentimeter: Live polling during EBR for engagement
Tableau/Looker: Data visualization for EBR dashboards
Zoom/Teams: EBR meeting platform with recording
PandaDoc/Proposify: Expansion proposal generation and e-signature
Slack: Internal EBR coordination and preparation channel