/qbr-plan

name: qbr-plan
description: "Prepare a complete Quarterly Business Review package from the quarter's campaign data: a performance scorecard of goals vs actuals vs benchmarks, top-3 wins with attribution stories, underperformance root-cause analysis, ROI and budget-efficiency breakdowns, 3-5 strategic recommendations, upsell business cases, a next-quarter roadmap, action items with owners, and an account health score. Triggers on \"/digital-marketing-pro:qbr-plan\", \"prepare the QBR\", \"build the quarterly review for this client\", \"quarterly business review deck\", \"summarize the quarter for the client meeting\". Reads the brand profile, guidelines, custom templates, and agency SOPs; works from campaign data the user supplies and structures the presentation content — it does not pull live platform metrics itself."

/digital-marketing-pro: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 (/digital-marketing-pro: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