5 Effective Ways for MSPs to Stay Engaged with Clients: From QBRs to Ad Hoc Strategy Sessions

Quarterly Business Reviews (QBRs)

What it is: A Quarterly Business Review (QBR) is a structured meeting held every three months between an MSP and their client to review the past quarter’s performance, discuss goals, and plan for the future. The primary aim is to align on business objectives and ensure that IT strategy supports these goals.

Pros:

• Consistency: Provides a regular touchpoint to check in with clients, build relationships, and address issues before they escalate.
• Data-Driven: Offers an opportunity to showcase the value of your services using metrics and performance data.
• Alignment: Ensures both the MSP and the client are aligned on goals and expectations, reducing surprises.

Cons:

• Time-Consuming: Preparing for a QBR can be time-intensive, especially if gathering data and insights from various tools and teams.
• Overkill for Some Clients: For smaller clients or those with fewer needs, QBRs may seem unnecessary and could lead to meeting fatigue.
• Can Feel Repetitive: If not carefully planned, QBRs can become monotonous, with little new information to discuss.

Example Scenario:
Imagine you’re an MSP for a mid-sized law firm. During the QBR, you review the number of phishing attacks blocked over the past quarter. You notice a spike in attacks last month and recommend enhanced cybersecurity training. The client appreciates the proactive approach and decides to schedule a training session, demonstrating the value of these meetings.

Recommended Book: “The Trusted Advisor” by David H. Maister, Charles H. Green, and Robert M. Galford – This book provides insights into building trust and effectively communicating with clients, which is key to successful QBRs.

Business Strategy and Risk Reviews (BSRRs)

What it is: Business Strategy and Risk Reviews (BSRRs) are meetings focused on aligning IT strategies with the client’s overall business goals while assessing potential risks. These sessions are typically held annually or semi-annually.

Pros:

• Big Picture Focus: Encourages discussions around long-term goals, risks, and how technology can drive business outcomes.
• Risk Mitigation: Helps identify and address risks before they become major issues, saving time and money.
• Deep Dive: Allows for a comprehensive review of both strategic initiatives and potential vulnerabilities.

Cons:

• Less Frequent: Since they’re not as regular as QBRs, there might be a gap in communication if other engagement strategies aren’t in place.
• High-Level Focus: Can sometimes miss day-to-day operational issues that are important to the client.
• Requires Senior Involvement: Often needs senior leadership from both sides, which can be harder to schedule.

Example Scenario:
Your MSP works with a healthcare provider, and during the BSRR, you discuss their goal of opening a new clinic next year. You identify potential IT infrastructure needs and risks associated with patient data security. The client appreciates the forward-thinking approach and asks for a detailed IT roadmap to support the expansion.

Recommended Book: “Good Strategy Bad Strategy: The Difference and Why It Matters” by Richard Rumelt – This book helps in understanding how to formulate effective strategies, including identifying risks and aligning business objectives.

Technology Roadmap Sessions (TRS)

What it is: Technology Roadmap Sessions (TRS) are meetings designed to plan the future of the client’s IT environment, including hardware upgrades, software implementations, and technology adoption strategies.

Pros:

• Forward-Looking: Helps clients plan for future technology needs, ensuring they stay ahead of the curve.
• Budget Alignment: Assists in budgeting for future technology investments, reducing unexpected expenses.
• Enhanced Planning: Allows for better resource planning for both the MSP and the client.

Cons:

• Can Be Overwhelming: For clients who aren’t tech-savvy, these sessions can be overwhelming with too much technical detail.
• Not Always a Priority: Some clients may prioritize immediate needs over future planning, making it hard to get their buy-in.
• Requires Regular Updates: The roadmap needs to be updated regularly to reflect changes in technology and business needs.

Example Scenario:
During a TRS with a retail client, you discuss the benefits of migrating their on-premise servers to the cloud over the next 18 months. They’re initially hesitant due to the cost but are convinced after you present a detailed ROI analysis, showing long-term savings and flexibility.

Recommended Book: “The Art of Strategy: A Game Theorist’s Guide to Success in Business and Life” by Avinash K. Dixit and Barry J. Nalebuff – This book provides insights into strategic planning, essential for crafting effective technology roadmaps.

Monthly Check-ins

What it is: Monthly check-ins are informal meetings or calls that provide regular touchpoints to maintain the relationship, address any ongoing issues, and ensure the client feels supported.

Pros:

• High Touchpoint: Keeps communication frequent, showing clients that you’re always there for them.
• Quick Feedback Loop: Allows for rapid response to issues or changes in client needs.
• Less Formal: Easier to schedule and doesn’t require as much preparation, making them less intimidating for clients.

Cons:

• Can Become Routine: Without a structured agenda, these can turn into routine updates with little strategic value.
• Potential for Overkill: Some clients may feel monthly check-ins are too frequent, especially if there’s little new to report.
• Less Strategic: These meetings might focus more on operational issues rather than strategic discussions.

Example Scenario:
For a small startup client, monthly check-ins help maintain momentum and ensure their needs are being met. During one call, they mention they’re hiring a few new employees. You suggest setting up new workstations with security best practices, reinforcing your role as a proactive partner.

Recommended Book: “Never Split the Difference: Negotiating As If Your Life Depended On It” by Chris Voss – A great resource for learning effective communication and negotiation skills, vital during frequent client interactions.

Ad Hoc Strategy Sessions

What it is: Ad Hoc Strategy Sessions are meetings scheduled as needed to address specific issues, opportunities, or changes in the client’s business. They are highly flexible and client-driven.

Pros:

• Flexibility: These sessions can be scheduled whenever the need arises, allowing for timely discussions.
• Client-Centric: Focuses on immediate client needs or opportunities, providing targeted support.
• Opportunity for Innovation: Allows the MSP to showcase agility and adapt to changing client needs or market conditions.

Cons:

• Unpredictable: Since they’re not regular, it can be hard to prepare, and you might miss a chance for strategic input.
• Reactive, Not Proactive: Often driven by immediate needs rather than long-term planning.
• Potential for Chaos: Without a clear agenda, these meetings can become chaotic and unproductive.

Example Scenario:
A manufacturing client suddenly decides to adopt IoT (Internet of Things) devices in their factory. They schedule an Ad Hoc Strategy Session to discuss cybersecurity and network needs. You quickly pull together a team to address their questions and provide recommendations, demonstrating your value in high-stakes situations.

Recommended Book: “The Lean Startup: How Today’s Entrepreneurs Use Continuous Innovation to Create Radically Successful Businesses” by Eric Ries – This book can help MSPs stay agile and responsive to client needs, a key aspect of successful ad hoc sessions.