qbr-plan（QBR 计划）

/dm:qbr-plan

Purpose

Prepare a comprehensive Quarterly Business Review presentation with performance retrospective, strategic insights, and forward-looking roadmap. Translates raw campaign data into a compelling narrative that demonstrates value, addresses challenges transparently, and builds confidence in the next quarter's strategy.

Input Required

The user must provide (or will be prompted for):

• Quarter being reviewed: Specific quarter and year (e.g., Q4 2025) and the exact date range covered
• Active campaigns and channels: All campaigns that ran during the quarter with channels, objectives, and status (active, paused, completed)
• Goals vs actual results: Original quarterly targets and actual performance for each KPI — traffic, leads, conversions, revenue, ROAS, etc.
• Budget vs actual spend: Planned budget allocation by channel and actual spend with variance explanations
• Key wins and challenges: Notable successes worth highlighting and obstacles encountered with impact assessment
• Next quarter objectives: Business goals and marketing priorities already identified for the upcoming quarter
• Client satisfaction signals: NPS scores, feedback received, support tickets, or qualitative sentiment from the client team
• Upsell/cross-sell opportunities: Additional services, expanded scope, or new channels the client could benefit from
• Competitive shifts: Notable competitor moves, market changes, or industry trends observed during the quarter
• Team changes: Any staffing changes on agency or client side that affected the engagement

Process

1. Load brand context: Read ~/.claude-marketing/brands/_active-brand.json for the active slug, then load ~/.claude-marketing/brands/{slug}/profile.json. Apply brand voice, compliance rules for target markets (skills/context-engine/compliance-rules.md), and industry context. Also check for guidelines at ~/.claude-marketing/brands/{slug}/guidelines/_manifest.json — if present, load restrictions and relevant category files. Check for custom templates at ~/.claude-marketing/brands/{slug}/templates/. Check for agency SOPs at ~/.claude-marketing/sops/. If no brand exists, ask: "Set up a brand first (/dm:brand-setup)?" — or proceed with defaults.
2. Aggregate campaign performance data: Organize all campaign metrics by channel and objective — impressions, clicks, conversions, spend, revenue, and derived metrics (CTR, CPC, CPA, ROAS, conversion rate)
3. Compare results against goals and benchmarks: Map actual performance to quarterly targets, prior quarter results, and industry benchmarks to show progress, regression, or breakthrough performance
4. Identify top wins with attribution: Select the 3 most impactful wins from the quarter and build attribution stories — what was done, why it worked, and how it connects to business outcomes
5. Analyze underperformance with root causes: For any KPI that missed target, conduct root cause analysis — external factors (market, seasonality, competition), internal factors (budget, creative, timing), and corrective actions taken or recommended
6. Calculate ROI and budget efficiency: Compute overall and per-channel ROI, cost-per-acquisition trends, budget utilization rate, and efficiency gains or losses compared to prior quarters
7. Assess competitive landscape changes: Summarize notable competitor activity — new campaigns, market entries, pricing changes, or positioning shifts that affected or could affect performance
8. Develop strategic recommendations for next quarter: Formulate 3-5 specific, actionable recommendations tied to data insights — what to scale, what to cut, what to test, and what to monitor
9. Identify upsell opportunities: Map gaps in current coverage or emerging opportunities to additional services with business case justification (projected impact and investment required)
10. Build executive slide structure: Design the presentation flow — executive summary first, then performance deep-dive, strategic insights, and forward plan — optimized for a 45-60 minute meeting
11. Create appendix with detailed data: Compile granular data tables, campaign-level breakdowns, and supporting metrics that back up the main narrative without cluttering the core slides
12. Add next-steps action items with owners: Define specific action items emerging from the QBR with responsible party (agency or client), deadline, and success criteria for each

Output

A structured QBR presentation package containing:

• Executive summary slide: One-page overview with quarter highlights, overall score against goals, and key takeaway for leadership
• Performance scorecard: Goals vs actuals vs benchmarks in a scannable table format with color-coded status indicators (on track, at risk, missed)
• Campaign-by-campaign analysis: Individual campaign performance summaries with metrics, insights, and optimization actions taken
• Budget efficiency analysis: Spend vs return by channel with utilization rate, cost trend lines, and efficiency comparison to prior quarters
• Top 3 wins with attribution story: Detailed breakdown of biggest successes — what drove them, measured impact, and how to replicate
• Underperformance analysis with corrective actions: Honest assessment of misses with root cause, impact quantification, and specific corrective steps (taken and planned)
• Competitive intelligence update: Summary of notable competitor moves and market shifts with implications for strategy
• Strategic recommendations (3-5): Data-backed recommendations for next quarter with expected impact, investment needed, and implementation timeline
• Upsell/cross-sell opportunities with business case: Additional service or scope recommendations with projected ROI and investment requirements
• Next quarter roadmap with milestones: Phase-based plan for the upcoming quarter with key deliverables, launch dates, and checkpoint reviews
• Appendix with raw data tables: Granular performance data, full campaign metrics, and supporting calculations for reference
• Action items with owners and deadlines: Specific next steps from the QBR with assigned owner (agency/client), due date, and success criteria
• Account health score (1-10): Composite score based on performance, relationship health, growth trajectory, and risk factors with scoring rationale

Agents Used

• analytics-analyst — Performance data aggregation, goal vs actual analysis, ROI calculations, benchmarking, budget efficiency analysis, scorecard design, and appendix data compilation
• marketing-strategist — Strategic recommendations, competitive assessment, upsell opportunity identification, executive narrative, roadmap development, and account health scoring