Building a Value-Realization One-Pager Before the Day-60 QBR

Marketing Academy · Field Work●Product Marketing

All projects·From: Renewal Marketing: Messaging for Contract Renewal Season

CoreBuild the Asset· 45 minutes

Klaviyo

Objective: Given a synthetic account's usage log and support history, select 3-5 customer-relevant outcomes and build an exportable value-realization one-pager that ties every number to a decision the customer made.

You're a customer marketing manager at Klaviyo preparing the day-60 QBR deck for a mid-market e-commerce account renewing in nine weeks.

Pick outcomes the account actually tracks internally, make each one exportable, and credit the account's own decisions, not just the product, so the report survives their internal budget conversation.

Before you start

What you'll need

Free path (everything below is enough to finish)

Google Sheets

FreeSort and score the 14 candidate metrics down to the strongest 3-5

Free, fast filtering for a small metric list

Google Docs

FreeDraft the exportable one-pager

Free, shareable, exports cleanly to PDF for the champion to forward

Paid upgrades (optional, faster/deeper)

Databox(optional)

FreemiumLive, always-on dashboard version of the same 3-5 metrics, shared quarterly instead of rebuilt each time

Removes the 'first time seeing this at renewal' risk the lesson warns against, since the account can check it anytime

The process

2 steps

Step 01 of 02

Selecting 3-5 outcomes the customer already tracks

The lesson's first move is picking 3-5 outcomes that map to what the customer cares about internally, hours saved, revenue influenced, risk reduced, not vanity metrics from your own dashboard.

The usage log has 14 trackable metrics (email opens, flows built, SMS sends, revenue attributed, list growth, support tickets, and more). Which 3-5 belong on the one-pager, and which 9 get cut?

Google Sheets— List all 14 candidate metrics, mark which ones map to a business outcome the account's own team reports upward.

Procedure

List all 14 candidate metrics from the usage log
Mark each as 'internal metric they'd report to their boss' or 'vendor dashboard vanity stat'
Keep only metrics in the first group
Cut the list to the strongest 3-5

Sample output

KEPT (4 metrics)
  Revenue attributed to flows: $142K this quarter
  Abandoned-cart recovery rate: 18% (up from 9%)
  Hours of manual segmentation saved: ~30/month
  SMS-driven revenue: $22K this quarter

CUT (10 metrics, sample)
  Total email opens (vanity, no dollar tie)
  Login frequency (vendor-side vanity stat)
  ...8 more rows

Healthy

Every kept metric is a number the account's own team would put in their own internal report.

Unhealthy

The one-pager leads with 'total email opens: 340,000' with no dollar or time value attached.

What this means

A metric only belongs on the report if the customer would already recognize it as something they track, not something only your dashboard shows.

So what do I do about it?

Symptom	Action	Effort
Draft report has 10+ metrics	Cut to the 3-5 that map to a business outcome, not a product action	5 min

YouYou can do this yourself, no engineering access required.

Step 02 of 02

Tying every number to a decision the customer made

The lesson's third move: '40 hours saved' is a fact, but '40 hours saved after your team adopted the automation workflow in March' credits the customer's choice, which makes the number easier for them to defend internally.

The account adopted flow automation in March and expanded SMS in May. How do you rewrite the 4 kept metrics so each one names the account's own decision that produced it?

Google Docs— Draft the one-pager, one sentence per metric, each naming a dated decision.

Procedure

For each kept metric, find the account decision (adoption date, feature turned on, workflow change) that produced it
Rewrite each metric as: [number] + [outcome] + 'after your team [decision] in [month]'
Add a one-click export button description (CSV or shareable link, not a screenshot)
Confirm the report was already shared quarterly, not introduced for the first time at this QBR

Sample output

1. $142K in flow-attributed revenue this quarter, after your team adopted flow automation in March
2. Abandoned-cart recovery up to 18% (from 9%) since expanding SMS in May
3. ~30 hours/month saved on manual segmentation since automating flows in March
4. $22K in SMS-driven revenue since the May expansion

Healthy

Every sentence names a specific account decision and a month.

Unhealthy

'You saved 30 hours a month' with no decision or date attached, reads as a generic vendor claim.

What this means

Crediting the customer's decision turns the report from marketing collateral into evidence the champion can use to defend their own choice internally.

So what do I do about it?

Symptom	Action	Effort
Metric sentence has a number but no decision or date	Add 'after your team [decision] in [month]' to every sentence before sending	5 min

YouYou can do this yourself, no engineering access required.

Final deliverable

A one-page, exportable value-realization report with 3-5 outcomes, each tied to a dated account decision.

See a reference example

Sample output

Squarespace, Q3 Value Realization (excerpt)

1. $88K in flow-attributed revenue this quarter, after enabling browse-abandonment flows in April
2. Support ticket volume down 24% since the team adopted the self-serve help center integration in June
3. ~18 hours/month saved on manual list segmentation since automating tags in April

Success criteria

You're done when you can:

Report contains 3-5 outcomes, not more
Every metric is one the account already tracks internally, not a vendor-dashboard vanity stat
Every sentence names a specific account decision and month
Report format is exportable (PDF/CSV/link), not a static screenshot