How to Turn QBRs into Expansion Engines

Let’s be honest, most QBRs are glorified check-ins.

They recap what’s happened, share a few adoption metrics, and end with,

“Let us know if you need anything else.”

That’s a missed opportunity. 

Big FAIL 🙁

Because when done right, QBRs aren’t just a health check.

They’re your best shot at unlocking expansion.

The problem starts with QBRs as being through of as a Check-the-Box Rituals

Too many Customer Success teams treat QBRs like they’re required maintenance:

• A rearview mirror of usage data

• A slide deck that could’ve been an email

• A passive review of what’s already known

But here’s the truth:

If your QBRs aren’t driving revenue conversations, you’re leaving money on the table.

The Mindset Shift: QBRs as Expansion Plays

Start with a simple shift in intent:

Don’t run a Quarterly Business Review. Run a Quarterly Business Reinvention.

Your goal is not just to prove value, your goal is to extend value:

• Identify where the customer could be getting more from your product

• Surface new use cases

• Align with their evolving priorities

• Guide them toward a bigger vision of success

In short: Flip the QBR from reactive to proactive.

From retrospective to strategic.

From account update to account growth plan.

Here are 3 things that can help you to Drive Expansion Through QBRs

1. Lead with ROI Storytelling

Stop just showing usage data. Start connecting it to business outcomes.

Instead of:

“Logins are up 14% quarter over quarter.”

Say:

Link usage to time saved, costs reduced, revenue increased, or risk mitigated.

Make your customer feel the impact, not just see the graph.

Pro tip: Include a “Business Value Snapshot” slide in every QBR deck, one slide that tells the ROI story.

2. Bring a Point of View on Expansion

Don’t wait for the customer to ask what’s next. Show them what’s next.

Use customer benchmarking, feature adoption trends, and roadmap alignment to suggest logical growth areas.

Example prompts to drive the conversation:

• “Here’s where similar companies in your space are expanding their usage…”

• “We’ve seen teams like yours unlock additional value by enabling [Feature X] across [Team Y].”

• “Based on your 2025 goals, there’s a strong case to start piloting [Module Z] now.”

Position yourself as a strategic advisor, not just a relationship manager.

3. Tie Expansion to Roadmap + Business Goals

Your roadmap should be a growth catalyst, not a slide at the end.

Here’s how to activate it:

• Connect product updates to customer-specific pain points

• Tie expansion ideas to their business initiatives for the next 6–12 months

• Co-create a success roadmap: “Here’s where you are. Here’s what’s possible. Let’s map a path to get there.”

When expansion aligns with their goals, it becomes a strategic investment, not a line item to defend at renewal.

Always Leave With a Next Step

Don’t end your QBR with: “Let us know if this is helpful.”

End with:

• “Can we set up a 2-week pilot for your marketing ops team?”

• “Should I loop in your sales enablement lead to explore this?”

• “Would you like us to model the ROI of expanding seats to Team B?”

Expansion conversations happen after the QBR when you lead the follow-up with purpose.

If you want your QBRs to generate revenue, they need to create momentum.

Start with ROI.

Bring a clear point of view.

Tie it to what matters most for them.

QBRs aren’t just for customer health, they’re your quarterly chance to earn the next layer of trust… and growth.