Most agencies react when clients have problems. They don't check in until something breaks — a missed deadline, a frustrated email, or the dreaded "we need to talk" meeting that ends in churn. Agency quarterly business reviews flip that. A QBR is a scheduled, structured check-in where you review results, align on goals, surface issues before they escalate, and position yourself for retention and growth. Done well, it's the single best practice for preventing churn and uncovering upsell opportunities. Here's how to run agency quarterly business reviews that actually move the needle.
Key Takeaways:
- A QBR is a proactive, structured check-in — not reactive fire-fighting — that prevents churn and surfaces growth opportunities
- Agenda: Results Review → Performance Metrics → What Worked / What Didn't → Client Feedback → Goals for Next Quarter → Resource/Scope Discussion → Action Items
- Schedule quarterly for retainer clients; at key milestones for project clients
- Agency side: account lead + senior strategist. Client side: primary contact + decision-maker
- Prepare: pull metrics, draft talking points, review issues, and always bring one proactive strategic recommendation
- If the client is unhappy: listen first, acknowledge, then propose a concrete plan — don't defend
- Follow up within 48 hours with a summary email and agreed action items
What a QBR Is — and Why Agencies Should Run Them
A quarterly business review (QBR) is a formal meeting — typically 60-90 minutes — where you and your client step back from day-to-day execution to assess the relationship, review performance, and align on the road ahead. It's not a status update. It's a strategic conversation.
Agencies that skip QBRs often find out about problems when it's too late. The client has been quietly unhappy for months. Small issues have compounded. By the time they say something, they've already mentally checked out. QBRs create a recurring forum for feedback. They force both sides to pause, reflect, and address issues before they become churn drivers. They also create natural moments to discuss scope changes, new initiatives, and upsell opportunities — when the client is already in "strategic thinking" mode.
Proactive check-ins build trust. They signal that you care about outcomes, not just deliverables. Clients who feel heard and aligned are more likely to renew, refer, and expand.
QBR Agenda Template
Use this structure as your default. Adapt based on client size, engagement type, and relationship stage.
1. Results Review (15-20 min)
What was accomplished over the past quarter? Walk through deliverables, campaigns, and key milestones. Be specific. "We launched the new website, completed three content batches, and ran the paid campaign as planned." Tie back to the goals you set in the last QBR. This sets the tone: we're here to evaluate progress, not just chat.
2. Performance Metrics (10-15 min)
Share the numbers that matter. Traffic, leads, conversions, engagement — whatever you're measuring. Use actual data, not vague impressions. If metrics are up, highlight why. If they're down, explain context and what you're doing about it. Clients need to see ROI. The QBR is the place to show it.
3. What Worked / What Didn't (10-15 min)
Honest reflection. What went well? What didn't? This isn't blame — it's learning. Acknowledge challenges. "The initial launch timing slipped due to client content delays; we've tightened the review process for next quarter." Invite the client to share their perspective. This builds psychological safety and surfaces issues you might have missed.
4. Client Feedback (10-15 min)
Open the floor. "What's working for you? What would you change? Is there anything we could do differently?" Listen. Take notes. Don't interrupt to defend or explain. The goal is to understand their experience. Feedback you get here is gold — it tells you exactly what to improve before they tell a competitor or decide to leave.
5. Goals for Next Quarter (15-20 min)
What do we want to achieve in the next 90 days? Be concrete. "Launch the email automation sequence, complete the brand refresh, hit 10K monthly visitors." Align on priorities. If their goals have shifted, adjust. This ensures you're rowing in the same direction.
6. Resource / Scope Discussion (10-15 min)
Does the current scope match the goals? Do we need more capacity, different skills, or a scope change? This is the natural moment to discuss additions: new campaigns, additional services, or expanded retainer. Clients are more receptive when the conversation is framed around achieving their goals, not "we want to sell you more."
7. Action Items (5-10 min)
Summarize agreed next steps. Who owns what? By when? Capture these explicitly so there's no ambiguity.
When to Schedule QBRs
Retainer clients: Run a QBR every quarter. Align with calendar quarters (end of March, June, September, December) or with the client's fiscal quarters. Consistency matters. Put it on the calendar at the start of the engagement so it's non-negotiable.
Project clients: Run a QBR at key milestones — end of phase one, mid-project, or at delivery. Don't wait until the project ends. Mid-project check-ins catch drift early and keep everyone aligned on scope and expectations.
For high-value clients or strategic accounts, consider a lighter touchpoint monthly and a full QBR quarterly. For smaller retainers, quarterly may be enough.
Who Should Attend
Agency side: The account lead (primary relationship owner) and a senior strategist or principal who can speak to strategy and outcomes. Two people is enough. More than three can feel like an audience.
Client side: The primary day-to-day contact and at least one decision-maker — someone who can approve scope changes, budget, and strategic direction. If the decision-maker never attends, you're preaching to the choir. They need to hear the value story and the recommendations directly.
If the client is a small team, everyone might join. For larger orgs, keep it to 2-3 key stakeholders. The goal is conversation, not a presentation to a room of 10.
How to Prepare
Don't wing it. Preparation is what separates a checkbox meeting from one that drives outcomes.
Pull metrics. Gather performance data for the period. Traffic, conversion, engagement, whatever you track. Have it ready to share — in a slide deck, one-pager, or shared doc. Visuals help. Raw spreadsheets don't.
Prepare talking points. What are the top 3 wins to highlight? What are the top 2 challenges to address? Draft brief notes so you're not searching for words in the moment.
Review any issues. Have there been delays, miscommunications, or complaints? Don't hope they're forgotten. Address them proactively. "We know the last round took longer than expected. Here's what we've changed to prevent that going forward."
Have a recommendation ready. Every QBR should include at least one proactive strategic idea. More on that below.
Schedule prep time 2-3 days before the meeting. Rushing the night before leads to shallow discussions.
The Strategic Recommendation: Always Bring One Proactive Idea
This is the most underused lever in QBRs. Don't just report. Recommend.
Before every QBR, identify one opportunity: a new campaign, a process improvement, an expanded service, or a strategic pivot. Frame it around the client's goals. "You mentioned wanting to grow inbound leads. We've seen strong performance from the content we've produced. We recommend adding a dedicated SEO content sprint next quarter — here's the expected impact and investment."
The recommendation does three things. First, it positions you as a strategic partner, not just an order-taker. Second, it creates a natural opening for scope expansion. Third, it gives the client something tangible to say yes or no to — which keeps the conversation productive.
Even if they decline, you've demonstrated proactive thinking. That builds trust. And when they say yes, you've just grown the relationship.
Handling a Negative QBR
Sometimes the client is unhappy. They're frustrated with pace, results, or communication. The QBR becomes the moment they unload.
Listen first. Don't interrupt. Don't defend. Let them say everything. Take notes. Nod. "I hear you" and "thank you for sharing that" go a long way.
Acknowledge. Validate their experience. "I understand why that was frustrating. We should have communicated the delay earlier." You're not admitting fault for everything — you're acknowledging that their feelings are real. Defensiveness shuts down the conversation. Acknowledgment opens it.
Propose a plan. After they've spoken, shift to solutions. "Here's what we'll do going forward: [specific actions]. We'll check in with you [timeframe] to make sure we're on track." Be concrete. Vague promises ("we'll do better") don't restore confidence. Specific commitments do.
Follow up in writing. After the meeting, send a summary that includes the plan. "As we discussed, we'll [X, Y, Z]. I'll update you on [date]." Documentation creates accountability and shows you took it seriously.
A negative QBR handled well can salvage a relationship. Handled poorly — defensiveness, excuses, minimal acknowledgment — it accelerates churn.
Follow-Up Within 48 Hours
The QBR isn't over when the call ends. Follow up within 48 hours with a summary email.
Include:
- Brief recap of what was discussed
- Agreed action items with owners and deadlines
- Any next steps or decisions pending
- Confirmation of the next QBR date
Send it to everyone who attended. This creates a written record, reduces misinterpretation, and ensures nothing falls through the cracks. Clients who receive a clear, timely summary are more likely to feel the meeting was valuable — and more likely to follow through on their commitments.
Download the free template: Get our QBR Agenda Template with a complete preparation checklist, 60-minute meeting agenda, and follow-up process.
Conclusion
Agency quarterly business reviews are a proactive practice for client retention and growth. They create a recurring forum to review results, align on goals, surface feedback, and discuss what's next. Use a structured agenda: results, metrics, reflection, feedback, goals, scope, and action items. Schedule them quarterly for retainers and at milestones for projects. Bring the right people — account lead and strategist from your side, primary contact and decision-maker from theirs. Prepare with metrics, talking points, and at least one strategic recommendation. When the client is unhappy, listen, acknowledge, and propose a plan. Follow up within 48 hours with a summary and agreed next steps. The agencies that run QBRs consistently don't wait for clients to tell them something's wrong. They ask — and they act — before it's too late.