time to perform as detailed a discovery as possible and working as a team to really understand the intricacies and uniqueness of their environment .”
She also recommends meeting with department heads and key strategic stakeholders , not just the point of contact .
IT Road Map And Budget
While no one can predict the future , strong account management can give you insight into what your customers will need months or years down the line — and it gives them the ability to plan .
Importantly , creating a budget and road map allows you to anticipate MRR and nonrecurring revenue over the next 12 to 24 months , Mascolo explains . “ That allows you to know if you should be bringing on more clients , stabilize for a little while , or hire more team members to meet the demand of upcoming projects .”
Lawson acknowledges that while it ’ s important to look at a new customer ’ s existing technology , it isn ’ t the most important element of a good road map . “ The real key is understanding our customers ,” he says , “ such as their goals and what they ’ re trying to achieve in their business . If we can understand that , then we can better help them with what technology they need to meet those objectives .”
QBRs
At its core , a QBR is a check-in with your customer . The main point is to discuss road map alignment and current projects with decision makers . “ You don ’ t want to get too deep in the weeds ,” says Patterson . “ You ’ re looking at where you are , in the execution of the road map you agreed to . A QBR doesn ’ t have to be overly complicated , but it does have to be valuable . This is why the decision makers are going to come to this meeting ; they want to understand that you ’ re supporting their mission and their goal , and you want to frame everything with that perspective .”
In doing so , QBRs can reduce client churn . Lawson explains , “ If there is a disconnect — such as misunderstanding their objectives , or the client not understanding the work we ’ re doing — we ’ re able to talk about it . QBRs give us the opportunity to get on the same page .”
For Mascolo , QBRs are largely about helping clients navigate “ how to strategically spend their money .” By planning in advance for replacement of a server or a new solution , clients are less frustrated and more willing to budget for it , she explains .
While most QBR advice recommends meeting with every client , every quarter , real life isn ’ t often that cut-and-dry . Natalia Scheidegger , CEO of 3rdmill , points out , “ Customers go through these waves of needing and not needing you . For us , the focus is making sure these account management meetings are happening and tracking what the customers need , when they need it — not when we tell them it ’ s time to catch up .”
Above all , don ’ t forget to follow up , Patterson says . “ It would be better to not do any of this than to get the client all excited about this vision and this partnership , and then not follow up because you get so busy doing something else .”
From Reactive To Proactive
With proper care and follow-through , account management can ensure you get the most out of your existing clients , net you referrals , boost customer satisfaction , reduce client churn , and give both you and your customers a glimpse into the future .
“ If you don ’ t have the account management process locked down ,” Patterson says , “ you really aren ’ t maximizing the value of the customers you currently have .”
Now , Automate It !
The manual side of account management can be cumbersome . If you automate some of that process , your account managers can focus on what ’ s important — your clients .
Here are a few tools to consider :
AppointmentCore — automates the scheduling process by allowing clients to self-schedule their QBR .
MAP — an MSP version of Keap , MAP is CRM software that automates email follow-up and task management .
myITprocess by Kaseya — creates IT road maps , executive summaries , and interactive QBR presentations .
Cloud Radial — streamlines the documentation and task processes ; compiles data into an interactive client portal .
Lifecycle Insights by ScalePad — compiles data , creates budget forecasts , manages clients , and integrates with many other tools .
audIT by Kaseya — presents a visually appealing data compilation that ’ s easy for customers to understand .
Regardless of what tools you use , there are a few areas to automate :
Appointment scheduling . Push clients to self-schedule QBRs . You can set automatic , prompting emails to be sent until they do , followed by a confirmation . You can also schedule an appointment reminder .
Assembling QBR Data . Both compiling the data and making it visually appealing can be difficult . Many of the tools listed above integrate with your PSA or CRM to make this process easier .
Following up . After the QBR , you ’ ll need to add any new projects and tasks to the sales pipeline ; with these tools , there ’ s no need to do it manually . Your follow-up email to your client can be automated as well .
Sarah Jordan is a staff writer at MSP Success . When she ’ s not reporting on trends and issues pertinent to the MSP community , you can usually find her working on her novel ’ s manuscript .
One caveat : With self-scheduling , clients may potentially skip QBRs . That ’ s when automated flagging is key — many of these tools can alert you if a customer skips two QBRs in a row .