Sales Kickoffs

Theme
1. Craft a relevant, motivational theme (good resource with many themes)
Agenda/Content
1. Kickoff
2. CEO Vision
3. Customer(s) Spotlight (pay for their T&E)
4. Partner Spotlight (pay for their T&E)
5. Keynote speaker
6. Recognition/Awards
7. Year in Review & Plan for the Coming Year
8. Training (consider ending with training since it will be more likely to stick – “peak-end rule”)
  1. Selling skills, process, methodologies (prospecting, expansion, account planning, pricing, etc.)
  2. Marketing Update (campaigns, messaging, etc.) – Here is what we are going to do to help you hit your number.
  3. Product & Pricing Update – Here is what we are going to do to help you hit your number.
  4. Competitive positioning
Logistics
1. Have an owner who leads a cross-functional planning committee
2. Get input from executives, especially the CEO, CMO, and CPO, on what they expect from the event
3. Test all A/V. Then test it again.
4. Budget – Estimates range from $1,000 to $5,000 per in-person attendee with $2,500 being most typical
5. Choose a dynamic emcee
6. Limit the duration of any given session to 45 mins. No individual speaker (keynote excepted) should talk for more then 20 mins uninterrupted.
7. Design in long breaks. For smaller teams, at least 15 mins. For larger teams, at least 20 mins.
8. Build in many unstructured networking breaks as well as wellness, volunteering, & fun
9. Make it interactive
10. Swag
11. Breakout sessions (esp. role-specific)
12. Do not skimp on meals, snacks, & refreshments
13. Be mindful of speaker diversity
14. Reinforce learnings with post-SKO training
15. Location – Get an offsite venue
16. Complete territory, comp plans, and quota BEFORE the meeting
17. Ensure attendees have good transportation and hotel options
18. Avoid parties on day 1 of a 2 day event (and promote moderation in alcohol consumption)
19. Start early on Day 1 but 30 to 60 mins later on Day 2+

Richard Harris says:

So good, Jeremy, thanks for sharing. I’d only recommend that training be at the end of the SKO, it will be forgotten otherwise.

January 17, 2024 at 12:54 am

David Nour says:

10 Biggest SKO Mistakes:
Before
1. Confusing Vision & Direction: Misaligned Initiatives / Strategic Priorities
2. Lack of Clarity on Bi-Directional Purpose!
3. Too Many Thinkers without Understandings of the Needs of the Doers!
During
4. Confuse Motivation with Inspiration!
5. 100 lbs. Bag of Content into a 1 Lbs. Box – No Connective Tissue!
6. Create an Event (vs. a Development Process)
7. Content is Not Actionable (Elevator Ride!)
After
8. No Follow Through (a process vs. Follow Up – a transaction!)
9. No Real or Material Metrics or Milestones – Return on Objectives!
10. Impact from the application of the SKO content

10 Ideas for Your Consideration
Before
1. Assess Your Attendees and Create Custom Mini-Experiences
2. Create a Forum for Content Discussions – SxSW Session Voting!
3. Ask Attendees for the Top Three (3) Outcomes Most Impactful for Them!
During
4. Balance External + Internal Thought AND Practice Leaders
5. Less is More; Create Opportunities for Visual Storytelling + Informal Interactions
6. Save The Date – Incorporate Key Ideas into a Development Path (QBRs)
7. More Conversations; Fewer Presentations – with One Page “Go Implement”
After
8. Invite Content Presenters Back into the Field for Regular Updates
9. Hold Your Field Leaders Accountable for Follow-Through Cadence
10. Measure Material Skills, Knowledge, and Behavior Changes Throughout The Year!

10 SKO Relationship Insights
1. The Global Pandemic dulled enterprise sales hunting skills
2. Scrappiness/Resourcefulness/Creativity matters more than ever
3. RevOps (Gong, Clari, 6Sense) as an enabler, not a replacement of relationship nurturing; the fastest way to kill a relationship is careless automation
4. Fewer At-Bats = More Intentional, Strategic, Quantifiable About The Relationships You Choose to Invest In
5. Ideal Relationship Profile (IRP) – Look Alikes, i.e., Bill Hogan for me!
6. Research shows 90% of deals are going to the top 3 on the shortlist; how do you get on the shortlist? Relationships!
7. Hidden Relationships in Every Organization
8. ARR vs. NRR = Retention, i.e., investing in the relationship critical to land and expand, referrals, subsequent opportunities
9. CAC > LTV = How much are we spending to earn that relationship vs. monetizing it over the long term?
10. Focus on fewer yet deeper, more meaningful relationships!

January 17, 2024 at 10:32 am

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