QBR Builder

Generates a complete Quarterly Business Review for an active client account. Pulls performance metrics, organizes wins and challenges, builds a forward-looking roadmap, and produces actionable recommendations tied to agency services.

Prerequisites

• agency.config.json populated (services, case studies, CRM config)
• Active client data in CRM (engagement history, deliverables, metrics)
• Client name and review period specified
• Optional: access to Shopify Admin API for store metrics

Capabilities Used

1. crm-writer -- read client history from CRM tabs
2. company-researcher -- refresh company intel for context
3. message-generator -- generate executive summary narrative

Phase 0: Intake

Read agency.config.json:

• services[] -- available agency services for recommendation mapping
• case_studies[] -- reference for benchmarking results
• crm.tabs -- locate client data

Accept parameters:

• client_name -- (required) the client account name
• quarter -- (required) e.g. "Q1 2026" or "Jan-Mar 2026"
• metrics_source -- crm | shopify_api | manual. Default: crm
• include_financials -- boolean, whether to include revenue/billing data. Default: false
• format -- full_deck | executive_summary | one_pager. Default: full_deck

Phase 1: Data Collection

Client Profile

Query CRM for the client record:

• Account name, primary contact, contract start date
• Service package (which services[] are active)
• Monthly retainer value (if include_financials = true)
• Account health score (if tracked)

Engagement History

Pull records for the review quarter:

• Deliverables completed (tasks, projects, launches)
• Meetings held (count, attendance, topics)
• Communication log (emails, Slack messages, calls)
• Support tickets or requests raised

Performance Metrics

Based on metrics_source:

CRM path: Read metrics columns from client tab Shopify API path: Pull store analytics for the quarter Manual path: Prompt user to input key metrics

Target metrics:

• Store traffic (sessions, unique visitors)
• Conversion rate (overall + by device)
• Average order value (AOV)
• Revenue (total, month-over-month)
• Top-performing products
• Cart abandonment rate
• Page load speed
• Bounce rate by page type

Phase 2: Analysis

Win Identification

Scan collected data for positive outcomes:

• Metrics that improved quarter-over-quarter
• Deliverables that exceeded expectations
• Problems solved or fires put out
• New features or pages launched
• Speed or performance improvements

Rank wins by impact (revenue impact > conversion impact > operational impact).

Challenge Identification

Scan for areas of concern:

• Metrics that declined or stagnated
• Deliverables that were delayed or descoped
• Recurring issues or support tickets
• External factors (market shifts, platform changes, seasonality)

For each challenge, note:

• Root cause (if known)
• Impact on business
• Current status (resolved, in-progress, unaddressed)

Benchmark Comparison

Compare client metrics against:

• Their own previous quarter
• Industry benchmarks for their vertical
• Agency benchmarks from case_studies[] where applicable

Phase 3: Roadmap Construction

Build a forward-looking plan for the next quarter:

Continuing Initiatives

• Ongoing projects with status and next milestones
• Recurring services (monthly CRO reviews, catalog updates, ad management)

New Recommendations

Cross-reference challenges and metrics gaps against services[]:

• If conversion is low: recommend CRO audit or product page optimization
• If traffic is flat: recommend performance marketing or SEO
• If catalog is outdated: recommend catalog management refresh
• If store is slow: recommend theme optimization or migration

Each recommendation includes:

• What: specific action
• Why: tied to a metric or challenge
• Expected impact: quantified where possible
• Timeline: estimated weeks/months
• Investment: if include_financials = true

Priority Matrix

Rank recommendations:

• P0: Critical, do this quarter
• P1: Important, start planning
• P2: Nice to have, backlog

Phase 4: Deck Assembly

Build the QBR structure:

QUARTERLY BUSINESS REVIEW
[Client Name] -- [Quarter]
Prepared by: [agency.name] ([agency.domain])

1. EXECUTIVE SUMMARY
   - Quarter at a glance (3-4 sentences)
   - Key metric: [headline number]
   - Overall account health: [GREEN/YELLOW/RED]

2. WINS
   - Win 1: [title] -- [metric impact]
   - Win 2: [title] -- [metric impact]
   - Win 3: [title] -- [metric impact]

3. KEY METRICS
   - Traffic: [value] ([+/-]% vs last quarter)
   - Conversion Rate: [value] ([+/-]% vs last quarter)
   - AOV: [value] ([+/-]% vs last quarter)
   - Revenue: [value] ([+/-]% vs last quarter)
   - [Additional metrics as relevant]

4. DELIVERABLES COMPLETED
   - [List of completed work with dates]

5. CHALLENGES & LEARNINGS
   - Challenge 1: [description] -- [status] -- [learning]
   - Challenge 2: [description] -- [status] -- [learning]

6. NEXT QUARTER ROADMAP
   - P0: [critical items]
   - P1: [important items]
   - P2: [backlog items]

7. RECOMMENDATIONS
   - Recommendation 1: [what + why + expected impact]
   - Recommendation 2: [what + why + expected impact]

8. DISCUSSION TOPICS
   - [Open questions for the client]

APPROVAL GATE: "Here's the QBR structure. Review and adjust before I finalize?"

Phase 5: Output

Return structured JSON:

{
  "client_name": "Kibi Sports",
  "quarter": "Q1 2026",
  "prepared_by": "Plasho",
  "account_health": "GREEN",
  "executive_summary": "Strong quarter with 18% conversion rate improvement after product page redesign. Traffic grew 12% from organic. Two major deliverables completed on time.",
  "wins": [
    {
      "title": "Product Page Redesign",
      "metric_impact": "+18% conversion rate on redesigned pages",
      "category": "CRO"
    },
    {
      "title": "Site Speed Optimization",
      "metric_impact": "Load time reduced from 4.2s to 2.1s",
      "category": "Performance"
    }
  ],
  "metrics": {
    "traffic": {"value": "45,200 sessions", "change": "+12%", "trend": "up"},
    "conversion_rate": {"value": "2.8%", "change": "+18%", "trend": "up"},
    "aov": {"value": "INR 2,450", "change": "+5%", "trend": "up"},
    "revenue": {"value": "INR 31,00,000", "change": "+22%", "trend": "up"},
    "bounce_rate": {"value": "42%", "change": "-8%", "trend": "improved"},
    "page_speed": {"value": "2.1s", "change": "-50%", "trend": "improved"}
  },
  "deliverables_completed": [
    {"item": "Product page redesign (12 SKUs)", "date": "2026-01-20"},
    {"item": "Navigation restructure", "date": "2026-02-10"},
    {"item": "Mobile checkout optimization", "date": "2026-03-01"}
  ],
  "challenges": [
    {
      "description": "Cart abandonment rate increased to 72%",
      "root_cause": "New payment gateway integration caused friction",
      "status": "resolved",
      "learning": "Test payment flows in staging before production rollout"
    }
  ],
  "roadmap": {
    "p0": ["Launch loyalty program integration", "Holiday season prep"],
    "p1": ["Catalog photography refresh for new SKUs"],
    "p2": ["Blog content strategy", "Email automation setup"]
  },
  "recommendations": [
    {
      "what": "Implement Klaviyo email automation",
      "why": "No post-purchase or abandoned cart email flows currently active",
      "expected_impact": "10-15% revenue recovery from abandoned carts",
      "timeline": "4 weeks",
      "service": "Performance Marketing",
      "priority": "P0"
    }
  ],
  "discussion_topics": [
    "Q2 budget allocation for performance marketing",
    "New product line launch timeline and catalog needs"
  ],
  "format": "full_deck",
  "generated_at": "2026-03-07T10:00:00Z"
}

Example Usage

Trigger phrases:

• "Build a QBR for Kibi Sports"
• "Generate Q1 review deck for [client]"
• "Prepare quarterly business review for [client]"
• "QBR time for [client], pull the data"
• "Create an executive summary for [client]'s quarter"